In all the work I'm doing at the moment, the most important factor is looking at how people behave. The seemingly insignificant things that people (and brands, for that matter) do can give us incredible insights into our audiences or our customers which help us to create more meaningful experiences, whether that's in the physical or the digital world.
And I've just come across a TED talk by Paul Bennett, Creative Director at IDEO, which has some lovely examples, where designers literally stepped into the shoes of others to truly understand their challenge. They stripped away their preconceptions and looked at the problem with fresh eyes. Their solutions are so much better for it. So I won't spoil the moment and tell you what they are. They made me smile. Take a look for yourself.