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The quickest way to meet as many different people as possible from all over the world is to hang out in an airport. We conducted over 100+ interviews about gift giving, which became the foundation for the product we’re designing.

Paul tells the Muse Factory about buying a 25th Anniversary ring for his wife. He wants it to be significant enough for her to feel proud about it, and to surprise her — to show “that her husband cared enough about her to do something that he would consider frivolous.”

We used a customer-behavior research technique called “ZMET” to uncover people’s thoughts and feelings about gift giving.