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