This is not an engineering story. Oh, there will be plenty of discussion regarding horsepower, lift and even some calculations - probably erroneous, as I did the calculating - of the thrust required to get a helicopter off the ground compared with the power needed to drive a car. Nonetheless, this is definitely not an engineering story. Instead, this is about focus groups. Or, more accurately, why 80 per cent of products, despite being thoroughly vetted through focus groups, fail within the first six months. Why, as Harvard Business School professor Gerald Zaltman wrote in How Customers Think, `the correlation between stated intent and actual behaviour is usually low and negative.` Or, as UX...
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