We’re all taught in school that whenever we’re doing research, we have to try and step into the mindset of a true user. Depending on the product that could mean anything, but in order to get a true experience, things often need to be seen through the eyes of someone most likely to use the product or service. This is where researching the competition becomes difficult for me. On one hand, I’ve got some major loyalty issues – in a good way! Whenever I’m going through a competitor’s product, the first thing that pops into my head is how lame More >