No we’re not (yet!) doing research on flying cars. But I am a flying enthusiast — hence the subject matter caught my eye.
This article is worth reading as much for its focus on the role of research in product development as for its skeptical view of VTOL in consumer aircraft:
“The more abstracted an expressed opinion is from reality, the more likely it is that the research participant’s opinion will be incorrect, inaccurate or misleading.”
Arnie Guha, Ph.D, is a partner at Phase 5 and the leader of the User Experience Strategy and Design practice. Widely regarded as an expert in online user groups and environments, Arnie helps his clients – financial institutions, technology companies, life sciences firms, media companies, publishers and information providers as well as government organizations – develop winning UX solutions and strategies that best respond to market needs and business objectives.