This article explains what happens when we forget to ask the most important people involved in the project, the end user. I read a great story about a cat food company that decided to launch a new product. They did extensive research on packaging, marketing, and advertising. They conducted focus group surveys with cat owners and consulted with top cat food nutritionist. They paid millions in advertising and positioning the cat food in the grocery stores and pet food stores. In the first six months, the food flew off the shelves. They could not keep it stocked. Then something
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