Articles like this in Business Week can only be a good thing for us to start moving clients into more interesting types of research, like the ethnography. There's also a slideshow of cool stuff that has come out of ethnographic research. I get the feeling that we'll all be working for IDEO someday... which is not a bad thing at all, in face it would be loads of fun. Seems like they have the ability to catch the CEO's ear better than most agencies.


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