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3. New Ways of Understanding People

Chapter 3. New Ways of Understanding People

We must understand people as they are rather than as market segments or demographics.

A few years ago, two of Adaptive Path’s practitioners worked together as members of a small design team at a company called Epinions.com. Epinions, which has since been acquired by eBay, featured reviews of products and services written by consumers. Reviewers earned money for their reviews, consumers rated those reviews, and other sites syndicated the content. As a whole, the site focused on building a community of authors, raters, and readers, and it was one of the earliest pieces of explicitly “social software,” long before services like Friendster, MySpace, or Flickr even existed.


  

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