Find the unknown unknowns. It is key to get out from behind your desk and find out, not just answers to the questions you know you have, but the things you never even thought to consider. This can only happen when a sensitive explorer observes people and talks with them in their own natural environments -- their homes, workplaces and cars. We also look beyond the user and investigate stakeholder needs, technology, competitive products, analogous industries, and green alternatives to lay the groundwork for creative solutions that not only meet user needs, but achieve business goals.