One of the techniques that companies like Apple use to identify and develop hit products is called design ethnography. It's a powerful tool for building hit products. Design ethnography takes the position than human behavior and the ways in which people construct and make meaning of their worlds and their lives can be observed in such a way that unarticulated and tacit needs and desires can be uncovered.
For example, a watch designer understands that the human need for status is just as vital as the need to tell time. In a traditional product survey, the questions are all about function. But in an ethnographic expedition, the designer observes the wearer of the watch in the field; he gathers firsthand data about the subtle clues and emotions that the subject might reveal. Hence, design ethnographers can unlock powerful market opportunities by seeing beyond than what people say... to see how they feel but cannot express.
If we turn our attention to the institution of marriage, one common disagreement with older couples is the common argument over how much sex is enough...when you think like a design ethnographer, your job is to delve down below the superficial issues, where something profound can usually be unraveled.