The Power Of Design
Business Week — “With corporations increasingly desperate to get in touch with their customers, IDEO’s services are in growing demand. As the economy shifts from the economics of scale to the economics of choice and as mass markets fragment and brand loyalty disappears, it’s more important than ever for corporations to improve the “consumer experience.” Yet after decades of market research and focus groups, corporations realize that they still don’t really know their consumers — or how best to connect with them.”
Good, long, useful article. I recommend that you read it if you work at a design company, marketing firm, or usability firm.