This is a superb article. Something very close to my heart – field research. There is nothing that can substitute a visit to the field to understand the subtle nuances that make a product &/or service what it is, but watching the interaction between the company and its customer.
I’ve written about this in the past: The Migrant Worker’s Smartphone and Architecting a mobile wallet that customers want. In both the articles, the need and importance of field research is highlighted, a moot point for many today.
I wish more and more companies and startups paid attention to this.
Check-cashing stores are a better deal for many consumers than banks, according to Lisa Servon, a professor at the University of Pennsylvania.