Avoiding Dusty Binder Syndrome
Research shouldn’t sit on a shelf, neglected and unused. There are definitely ways to avoid this common problem!
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Every researcher I know has gotten this question or comment at some point: “Steve Jobs said research isn’t helpful because people don’t know what they want.” Actually, what Steve said in an interview in 1998 was: “It’s really hard to design products by focus groups. A lot of times, people don’t know what they want…