The User Experience practice is equal parts anthropologist, psychologist and technologist.  The problem we run into is we often lack practitioners who have the ability or skill sets to engage the people they design for with empathy and understanding.  It’s easy to dismiss this word as fuzzy and unquantifiable, but that’s simply not true. Adaptive Path is leading the charge in creating toolsets and methods for quantifiying and qualifying the user experience.  Fantastic stuff.