In the business world, IDEO has32 been a pioneer of this type of research. As the design firm was being formed twenty-odd years ago, its founders, including the designer David Kelley and his brother Tom, realized that to solve human engineering problems (such as, How do we make gadgets that fit into people’s lives?), the company would have to employ the kind of psychological and behavioral inquiry normally done by social scientists. So the firm hired psychologists and other students of human behavior and began to develop its own methods of observing people.
