One of the principles of design thinking is that it requires empathy for users to inspire ideas. Normally we think about getting that from ethnographic style research. Diving deep into the lives of a relatively small number of people, understanding the environment they live in, their social networks, seeing things first hand. We have lots of evidence that this works but I sometimes wonder if we aren’t also missing something. The problem with looking deeply at a few people is that you miss the opportunity for insights that might come connecting more broadly across cultures.