As we walk about a site and talk to people, we can note our observations. At this stage, we try to store the information we gain in some accurate way, carry a notebook, or a camera and tape-recorder, and make small sketches. The notes we end up with can later be used to devise design strategies.
We do not just see and hear, smell and taste, but we sense heat and cold, pressure, stress from efforts of hill-climbing or prickly plants, and find compatible or incompatible sites in the landscape. We note good views, outlooks, soil colours and textures. In face, we use (consciously) all our many senses and become aware of our bodies and responses.
Beyond this, we can sit for a time and notice patterns and processes: how some trees prefer to grow in rocks, some in valleys, others in grasslands or clumps. We see how water flows on the site, where fires have left scars, winds have bent branches or deformed the shape of trees, how the sun and shadows move, and where we find signs of animals resting, moving, or feeding. The site is full of information on every natural subject, and we must learn to read it well.
In biology, when researchers want to observe animals in their natural habitat, it is paramount that they find a way to do so without disturbing those animals. Otherwise, the behavior they see is unlikely to be natural, because most animals (including humans) change their behavior when they are being observed.
Perceptual: "They couldn't figure out what to do next", "they couldn't find the feature", "they didn't know they could click that button..." etc.
Domain-specific: "We need a way to jump back here because in their workflow this happens..."
In general, usability testing only catches type 1 perceptual problems. Because in those tests you take people out of the real world and assign them tasks. Usability testing doesn't catch domain-specific problems because they only come up in real life use.
When you look at the consumer products generated by many other manufacturers, and even by Braun today, there seem to be an awful lot of camels around. Maybe these companies are too diffuse, have the decision-makers in the wrong places or are continually making the wrong decisions and have no one to stop them. They make products with short-term goals in mind, seducing the eye of the buyer with fashionable colors, sensational curves or exotic surfaces. They may have external designers and, perhaps most significantly, the brand identity is defined by external marketing concerns, rather than design or user-related issues.
The lesson to learn from Braun is that allowing a consistent philanthropic design approach to define a company can be extremely successful if it is executed with discipline, flexibility and good timing combined with hard work and, not least, great talent.