One of these reasons is that IDEO manages to come up with the most competent plan to compile the much-needed information when examining your market. IDEO uses the design thinking approach which fundamentally relies on customers defining what they actively need. Additionally, the company tends to focus on developing products that its customers actively need because they deliver a powerful experience and solve problems. Using observational research and more specifically ethnographic research, the organization gains insights into consumer behavior. Additionally, using behavioral mapping, learning the attitudes of your customers within a given region, and interacting directly with customers are also linked to the organization's success. On the other hand, the company faces one of its key challenges with its consumers both when researching and designing its key products. A large percentage of its success which depends on its customers and the interactions made also poses a challenge to the organization. Furthermore, the company also faces some challenges when trying to know what its customers really like