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May 2002

Spy, Then Innovate

Most companies have no clue how people use their products. A little covert observation could help.

By Michael Schrage

In A Primate's Memoir, Stanford University neuroscientist Robert Sapolsky recalls how a generous army donation of surplus night goggles utterly transformed the field of carnivorology. The ability to see in the dark revolutionized how zoologists saw scavengers, predators and prey, which ultimately led to dramatic reversals in our characterizations of the animal kingdom.

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