Why Doing User Observations First is Wrong
http://www.jnd.org/dn.mss/why_doing_user_obser.html

Norman, Donald A.
JND.org

Abstract:

Field studies, user observations, contextual analyses, and all procedures which aim at determining true human needs are still just as important as ever – but they should all be done outside of the product process. This is the information needed to determine what product to build, which projects to fund. Do not insist on doing them after the project has been initiated. Then it is too late, then you are holding everyone back.