How Sony Learned That Product Features Don't Matter

By putting you in close contact with the private lives of your customers, empathic research helps you see your product through the eyes of someone with values, concerns and emotional triggers that are different from your own. This perspective becomes absolutely critical when you are dealing with products that are highly personal — like photographs. So when I worked on a project involving the design and marketing of digital cameras during my time at Sony, empathic research on how the camera and its pictures were used became absolutely