Simulating the loss of mobility, tactility and vision acuity commonly associated with aging, she traveled through 116 cities in the United States and Canada, responding to people, products and environments as an elder. Moore used this life-altering experience to become a major force within the healthcare industry and the design profession. As president of Guynes Design in Phoenix, she has spent much of the last decade creating rehabilitation environments in acute-care hospitals. Moore's story reflects a dilemma many exhibitors face. Charged with serving the company's customers, they, too, often work in a vacuum.
Important questions go unanswered.
Customers aren't statistics, and they rarely give up real insights to a stranger or a sheet of paper or a Web survey. They only turn up at the bar after three drinks or in the middle of a shared outrage. Ground-level research is money in the bank. That's why Moore's story resonates. Burn those reports.