Human factors research is focused on solving authentic end-user problems. The first key to solving a problem is to define it and authentically understand the problem. The only way to do that is through engagement with end users and the problem domain. If I want to solve a problem related to amusement rides, then I have to spend time on the midway. I have to spend time not just looking at them but listening to them. If I focus on “efficiency” of the use of my time, I risk seeing them as the variables and comparing them to the norms I bring with me. If I want to solve their problems, I need to muster the generosity to spend enough time to understand what features of the midway are actually constants.
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