Commissioning research is important part of my role as it ensures that my team and the wider BBC gain the latest insights from audiences to inform strategy, new projects and spot new opportunities for both user experience and editorial propositions.

In 2008 I commissioned research to understand more about the role that mobile technology and music plays in the lives on young people aged 13-18. The outputs of the research and how it was communicated proved hugely influential in the BBC.

Taking an ethnographic approach offers rich detail and deep insight into the behaviours, practices and everyday lives of people. It can inform and inspire throughout the entire design process.

The final document made a significant impact because all the observations, interviews, diaries and exercises are conveyed in a very visual way with lots of sketches and photographs making the research engaging and inspiring.