start with an understanding

"Even today my work is still very much involved in understanding and recognising trends and the way people or societies are changing…The main thing is to start with an understanding of the user, the consumer, and the life they are living. Of course most designers do that intuitively, even if they don't realize it, but within Nokia there are specialists who do that research in a more methodical way." http://37signals.com/svn/archives2/experience_design_at_nokia.php