By Johannes P. Bøggild, September 8, 2006
ReD Associates is an innovation agency that focuses on observing humans and identifying their needs. They have been so successful that their services are being requested by a long list of companies, including Samsung, Intel, Adidas, Electrolux, Microsoft, Lego, Coloplast, and Novo Nordisk. All of these companies want help understanding their customers’ needs.
Christian Madsbjerg explains where today’s companies often go wrong: “Many companies believe that their customers are rational, that they care about the same things as the company’s employees, and that they are able to articulate their needs. Those are three big mistakes.”
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