In April, Stuart Chapman, the Associate Director of the design research agency The Big Picture, spoke at the inaugural Popsop Practicum event in Moscow about the role of research, specific methodologies and how design research is different from all other types of research. Back then, we made this interview with Stuart for the Russian journal Now we publish it in English here.

Last week Apple unveiled the latest version of the iPad—thinner, lighter, faster, as you might expect. But hidden amongst the normal fanfare was a pretty incredible statistic that 170 million iPads have been sold since the tablet launch three and a half years ago. That success was built on a stellar insight that there existed a space between the smartphone and the laptop.

We’ve spoken to Stuart Costley, Senior Vice President of the recently opened U.S. office of the design research company The Big Picture, about why a good design research is not just a ‘pack research,’ and why the recognition of the value of good design has increased among clients.