4 Secrets to Get Inside Your Customers' Heads

Read in Inc

Would you shoot yourself with a laser to make a better product? Researchers at the design firm Continuum have——to test the effect of a treatment for toe fungus. They've also rappelled down the side of a building, ridden in milk trucks in Bangalore, and performed operations on cadavers, all in pursuit of one thing——empathy with a product's customers.

"Extreme research" can help you build products customers love. Here's how one company does it.

Read the full article in Inc.