I)To convince your team that people care about your unconventional ideas II)To truly understand your customer and judge if your solution will make a difference in their lives III)To collect evidence that supports budget requests IV)Because their lives are super interesting and you can live vicariously through them [bg_collapse view="button-green" color="#4a4949" expand_text="Show Answers" collapse_text="Hide Answers" ] II)To truly understand your customer and judge if your solution will make a difference in their lives [/bg_collapse]