Re-enter real people’s mindset to form ideas

With regard to your Vox Pop on design and research (DW 29 May), I agree with both sides. Bad research can damage the creative process, and good research can produce clear briefs.

Personally, I find that observing a research group, or even better, participating in an ethnographic study, are invaluable ways to get back into the mindset of a real person before we attempt to have any ideas.

Glyn Britton

Strategist

Innocence

London WC2

Latest articles

Design Week Awards 2021 opens for entries

This year winning work will be given a bigger platform than ever before, we are assembling our biggest ever judging panel and categories have been tweaked for maximum relevance.