経験の把握＝観察

　顧客（生活者）の経験をどのように把握するかということを考えていると以下のような文書に出会った。The Ten Faces of Innovation: Ideo's Strategies For Beating The Devil's Advocate & Driving Creativity Throughout Your Organizationおよび『私のエントリー』と関連ある。

観察、そして文化人類学的な調査

How to save the worldのエントリー「Watch and You Will Know」

This, of course, is Cultural Anthropology 101. From the point of view of a business, the key to disruptive innovation is social insight. The minute you discover something important about your customers that no one else has picked up on, and that perhaps the customers themselves have not articulated, your competitors should be very, very afraid.

I see this in my observations in nature as well. The squirrels learned how to defeat my baffles through one part trial-and-error, one part creative thinking, and one part observing, paying attention to every aspect of the challenge at hand. The ritual circular sniffing of dogs when they meet is merely an introduction to a profound process of mutually paying attention. I sometimes think our language is to some extent a distraction from paying attention, or even an excuse for not paying attention to people we are in the company of. Contrast that with the behaviours of new lovers, who are observing and paying attention to each other to an almost excruciating degree. They pick up, and even neutral observers nearby pick up, non-verbal signals and nuances of communication as subtle as the dilation of the pupils and the rhythm of breathing, the more complex rise and fall of voice and the non-verbal gurgles and trills between words -- expressions rarely apparent in 'normal' human spoken conversation because there's no point in them if no one is paying attention.