> Diffusion of Innovation, because understanding how and why people are motivated to change, or not, will save you a lot of wasted effort. The knowledge in thi

> Diffusion of Innovation, because understanding how and why people are motivated to change, or not, will save you a lot of wasted effort. The knowledge in this book is one of a handful that I wish would diffuse worldwide as Common Knowledge. > and ethnography Yes! It took me a long time to get here as well but the other routes of a) surveys or b) interviews are mine fields of acquiring bad data. With those tools I'm hugely biased in favor of ethnography over other methods. I think experienced ethnographers can get more out of interviews than those who aren't. I think it's way too easy to do surveys poorly and fool yourself into thinking you have good data when you don't.* An interesting experiment would be to have three different groups analyze users/customers using: a) surveys b) interviews and c) ethnography, then compare results. *I've heard that some places like Stripe have done really good work on the survey front, but I don't know details.