He said the marketing research for the C5 was carried out after the vehicle's concept had already been decided, observing that it appears to have been intended "mainly to aid promotion" rather than to guide development.[1] Gus Desbarats, the C5's industrial designer, attributes the vehicle's flawed concept to Sinclair operating in a "bubble"[2] and believes that Sinclair "failed to understand the difference between a new market, computing, and a mature one, transport, where there were more benchmarks to compare against".[30] He comments that the experience of working on the C5 convinced him of the need for industrial designers such as himself to get "involved early in the innovation process, shaping basic configurations, never again [being] satisfied to simply decorate a fundamentally bad idea".[31]