The process by which a new product comes to market is lengthy and fraught with difficulties. Customer trials, surveys and focus groups, held both before and after a product’s release onto the marketplace, are the principle methods of ensuring that a new product is fit for purpose. Yet despite the thoroughness of the evaluation process, manufacturers often fail to spot all the problems or predict exactly to what use customers will put a particular product. To address this, manufacturers use empathic design, a process by which customers are observed using a product, at home in the real world. It has allowed companies new insights into their products and, in some cases, provided the inspiration to explore completely new markets.
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