The room is divided into clients, users, analysts, producers and testers.

The aim is to develop and pitch a product that satisfies the clients and users.

Client wants a more efficient way of getting from A to B than riding a horse. Needs to be more user friendly, comfortable, and faster.

Analysts question the users. Users like their horses.

User interested in customising their horse, likes attention it gets from the public.

Analysts go to producers. Clients want efficiency and customisation.

Suggestions: go-faster stripe, more comfortable saddle.

Client: “What about my luggage, what about my shopping?”

Client not satisfied the stripe will make the horse faster and more efficient.

Testers suggest roller-skates and goggles.

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Aim was to find overlap between business research and user research.

The client not only wants to listen to the users but also want to change their mind.

Client did not know what they wanted, but they wanted something new.

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