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Over the past decade, usability has become mainstream. We are finally at a point with technology where most products meet a minimum level of usability, and we have reached a new transition point. Usability alone isn't enough: our products need to engage customers on a truly emotional level. In this book, Goto shares contextual research methods for discovering unmet needs, drawn from the rich traditions of ethnography, user experience, and sensory engineering. This methodology fuses practical and emotional design to create compelling products in an accessible, feasible manner.