In the 20th Century creating a close partnership between copywriter and art director led to a creative renaissance in advertising. In the 21st century the relationship between designer and researcher will do the same, argues Rob Varney, experience design director of FoolProof.
This approach liberates research and research people from a project role which is about validation, limitation and constraint. By inviting research practitioners into the creative process we unlock the power of insight to generate new ideas and new experiences.
[In fact, we at Experientia have been applying this research/design partnership since we started out, now ten years ago].