Thinking about user needs and desires

Products and services existed for centuries, but user research is relatively new. In the past, the needs of most people were limited to the bare essentials. Most needs were supplied locally, and exposure to nonlocal goods has been limited to sporadic visits of traveling salesmen and their small inventory. The wealthy were exposed to exotic materials, spices, and foods, which were imported in small quantities from other lands.

Over the past three centuries, the advent of industrialization, mixed with improved economic conditions and increased prosperity of large populations in developed countries, led to exponential growth in manufacturing capabilities, consumer demand for nonessential products, and companies that make and sell them. With the increase in the number of companies came competition, which requires companies to differentiate themselves and their products from similar offerings.

A common form of differentiation used to focus on beating competing...