Rick E. Robinson is a senior research scientist who has spent the majority of his career developing and applying innovative approaches to understanding consumers. Rick holds a Ph.D. in Human Development from the University of Chicago. He is a thought leader across multiple industries, working with companies as diverse as BMW, McDonald’s, Sony, and Pfizer. He has been using observational research as a basis for new product, service and strategy solutions for nearly 20 years. He was a co-founder of E-Lab, a research consultancy which pioneered new research approaches for understanding the interactions between people and products. In 1999, E-Lab was acquired by Sapient, where Rick became Chief Experience Officer. After Sapient, he became Global Director of ethnographic and observational research at GFK/NOPWorld, one of the world’s largest market research practices. Among his clients have been Ford, General Mills, General Motors, Hallmark, Intel, Nabisco, Novartis, Samsung, and Unilever. Dr. Robinson lectures widely on research and methodology; he is the co-author of The Art of Seeing with Mihaly Csikszentmihalyi, and has numerous publications in journals and magazines. He is currently working on a book on the principles of ethnographic practice for design and product development.