TheHuman-User Dichotomy 21 design without any clear distinction. In the domains of interaction design, HCI, and information systems design, many use such generic terms as human-centred com- puting (HCC), human-centreddesign(HCD),andhuman-centredsystems(HCS)in a simplistic way without a common foundationof understanding(Bannon 2011). In order to understand the complexity of users, applied user observation tech- niques based on working more closely with users have been introduced, such as ethnographic studies and participatory design. Interdisciplinary groups formed with such professionals as anthropologists, psychologists, and designers, are often involved in the development process. According to Mactavish (2009, p. 121), gath- ering quantitative data about user activity and behaviour (for recent products such as mobile phones, personal digital assistants, and various computer applications) includes formal study of task productivity based on learning time, task initiation time, task completion time, task completion success rate, operator error rate, error recovery tasks, error recovery time and so on. Researchers normally aggregate these data by direct observation or video capturing, logging data based on various interaction aspects, sometimes with biometric monitoring (Mactavish 2009). Sato (2009, p. 30) characterises the knowledge cycle between artefact devel- opment and user. According to him, development groups generate knowledge by analysing users and usage of artefacts and embed it in future artefacts. Users also produce knowledge by using, reading and interpreting embedded knowledge in the artefacts, and understand the significance, meaning, and validity of using the artefact in various situations in their everyday life. What has been discussed in the recentuser-centreddesignprocessexemplifiestheknowledgecyclebetweenartefact developmentandtheuser. A user-centred design process can thus be seen as a process centring on the knowledge lifecycle that includes knowledge of use, knowledge of design and the user who generates knowledge through interpretation of embedded design knowl- edge in artefacts/products. It begins by observing the activities and interactions of users in a certain situation. Hence, users can be defined as; people who have knowl- edge of use and generate knowledge relevant to artefacts/products in a knowledge lifecycle between user, artefact and artefact development. User-centred design is a design activity based on the cycle of this mainly explicit knowledge of use. In the process of practical design development, industry practitioners also use customer data for interpreting, understanding, and discovering customer value- based demands(Mello2002).Thisenablescompaniesto findnotonlynewmarkets but also repeatable product life cycles and measurable product development cycles. Here,thereisasimplequestion.Although‘user’canbedefined,howcan‘customer’ bedefined?Whatarethedifferencesbetweenusersandcustomersintheinformation gathering process? WhatIsaCustomer? In general, a customer is “a person who buys goods or service from a shop or business” (Oxford Dictionary of English 2003). ‘A customer’ more specifically