Companies are using many user research techniques to get into heads of their users and find out their needs and painpoints. One of those is shadowing users over some period of time, where as a user researcher you basically spend every day observing your users perform their usual activities in their environment.
The problem of many today's companies is not using this approach right - or even worse - not considering this as a part of their business strategy, and that's when their solutions fail.
The problem of many today's companies is not using this approach right - or even worse - not considering this as a part of their business strategy, and that's when their solutions fail.