Lextant Founder and President Chris Rockwell is joined by the authors of "User Experience Research: Discover What Customers Really Want." Marty Gage, a human factors psychologist, and Spencer Murrell, an industrial designer, have been working together since 1989. They have invented a foolproof approach to the first phase of design thinking. It is the culmination of thirty years of experimentation and marketplace validations for Fortune 500 companies across multiple industries. They have discovered that ideal experiences, not merely peoples' experiences of today, can serve as the foundation that ensures consistent success. 

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