From A recent post I wrote on Experience Matters:
I’ve thought about this as well being someone who lives and breaths much of the evolution we see on the Web—there is a real opportunity to become “digital anthropologists“—to gleam insights into the minds of consumers via leveraging social technologies. However, these insights will never be obtained and traditional ROI is allowed to take out the potential before we have a chance to learn something from it, and organizations may have to experience a cultural evolution before things can change.
