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People trained in the Behavioral, Cognitive, and Social Sciences (BCSS) seldom play a critical role in the development of new products. Yeah, they do user testing and sometimes take part in the design, but seldom take part in specifying the product in the first place. Moreover, when economic times get tight, they are among the first to be let go.
Why the failure? I place the blame squarely upon BCSS itself: students are badly prepared for the demands of a product-driven industry. Faculty are equally ill-prepared, and therefore unable to make a difference -- assuming they would even be interested in doing so.
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Applying the Behavioral, Cognitive, and Social Sciences to Products
http://jnd.org/dn.mss/BCCSandProducts.html
Norman, Donald A.
JND.org
2001
Abstract: People trained in the Behavioral, Cognitive, and Social Sciences (BCSS) seldom play a critical role in the development of new products. Yeah, they do user testing and sometimes take part in the design, but seldom take part in specifying the product in the first place. Moreover, when economic times get tight, they are among the first to be let go.
Why the failure? I place the blame squarely upon BCSS itself: students are badly prepared for the demands of a product-driven industry. Faculty are equally ill-prepared, and therefore unable to make a difference -- assuming they would even be interested in doing so.
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