With corporations increasingly desperate to get in touch with their customers, IDEO's services are in growing demand. As the economy shifts from the economics of scale to the economics of choice and as mass markets fragment and brand loyalty disappears, it's more important than ever for corporations to improve the "consumer experience." Yet after decades of market research and focus groups, corporations realize that they still don't really know their consumers -- or how best to connect with them.
Bruce Nussbaum, "The Power Of Design," BusinessWeek, May 17, 2004
Also see: Daniel Pink, "Out of the Box," Fast Company, Oct 2003.
