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While the book 'Change By Design' does not provide specific examples of companies that have successfully implemented the observation techniques, many companies have used similar methods to gain insights into customer behavior and improve their products or services. For instance, Procter & Gamble has used observational research to understand consumer habits and improve their product designs. Similarly, IDEO, the company led by the author of the book, Tim Brown, is known for its human-centered design thinking approach which heavily relies on observation techniques.
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Keen observation requires more than just watching how people behave. Sometimes, the deepest insights come from what people don't do. Things left unsaid can be just as important as the things people say. By playing detective, an observer can find valuable information in day-to-day activities and situations. When the simple question "why" is asked over and over again, the often hidden insights come to light for a deeper understanding.
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The leader of one of the most successful design companies, Tim Brown, CEO of IDEO, shares what he has learned about how to make “change by design.” Ti...
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