In this chapter, Calibrating your cultural compass by Chipchase, it talks about how one has to attune themselves to their environment through immersion in order to receive the most experience and information, the premise of design research.
How can you design a product for an audience that you have only surface knowledge of?
In a world where we have easy access to information, we are more detached than ever.
I agree with some of the points made in this book, as something as simple as taking a stroll through the streets, or having a conversation with the local barber could provide more information than a google search could ever provide.
The main takeaway this book tries to provide, is to tell us to stop sitting I front of our computers, and step outside more. Observe, Interact, and finally create.