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Although listening to and empathizing with stakeholders won’t seem as rigorous or systematic as analyzing information from a proper survey, it is in fact a tried-and-true technique of gleaning insights, familiar to anthropologists, ethnographers, sociologists, psychologists, and different social scientists. Many business leaders, significantly those that apply design thinking and other consumer-centric approaches to innovation, acknowledge the importance of qualitative, observational research in understanding human behavior. At Lego, for example, Knudstorp’s initial questioning of gender assumptions triggered 4 years of … Read More