As mentioned before where I discussed the article, product profiling is more important that collect market research. From studies that were discussed in class, market research is more about seeing how sales are going and the number of people buying a certain product. Empathic design in comparison and product profiling is different because its actually discussing with the consumer their like and dislikes about a certain product to see why they like it and if it was a personal preference or if its because of a low choice selection. I have ran into this many times when shopping. Every store has the same design of clothing that other people enjoy the look and feel of, yet I am more uncomfortable with the style. Yet, since so many people are buying the same product, the stores continue to put out similar styles of clothing that don’t suit my preference. This is why the five steps of empathic design are important in the design industry. If someone were to observe my dislike of the options I have and investigate to see why, they would have collected data and been able to take it back to the designer for reflection. They would then brainstorm for a new solution and develop new items to present new ideas that were taken from the design research. Although, I feel like observation and capturing data are in the same category since they happen so close together. It takes one person to notice something, but it takes action to find out more information. We did this in class, when we observed different peoples design probe packages and created a product for them. Though since we hadn’t personally talked to the person about their actual daily activities that could be very different from the two days we were shown, we had to act during the presentation to ask them questions about what their likes and dislikes of the product were as well as asking question of what they would add or take away for the product to fit more of their needs.