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One software manufacturer gained permission from first-time buyers to observe their initial ...

One software manufacturer gained permission from first-time buyers to observe their initial experience with the software in their homes, allowing the product developers to learn what other software applications are running on the customer’s system and how that software can interfere with or complement their product. This manufacturer is using the _____ design approach to understanding customer needs and discovering customer problems and frustrations that arise when using their product.
a.   ethnographic
b.   empathic
c.   observational
d.   lead user
e.   “staple yourself to an order”

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Market Based Management

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Market-Based Management, 5th Edition (Best)

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