''There are things that you just can't learn from questionnaires,'' he says. ''You have to see people with the product at the very moment they're using it.'' ... ''What consumers say and remember and what they actually do are often two totally different things.''
....
''You know, ... maybe the term ethnography is a bit of verbal hype. But it more or less fits what we do. Whatever you want to call it, it's a real window into real lives.''

Lawrence Osborne, "Consuming Rituals of the Suburban Tribe," New York Times, 13 Jan 2002

8:29:52 PM    

What's interesting about the negative feedback is that, aside from the aesthetic -- which is always subjective -- none of the feedback is consistent. One user wants one thing, another user wants it the exact opposite.

Douglas Bowman,"Love It or Hate It?," StopDesign.com, 14 Oct 2002 via Scripting News

1:07:10 PM