I follow a structured research process that ensures every study delivers clear, actionable outcomes — not just findings. The goal is to reduce ambiguity, align stakeholders around evidence, and create a direct line from insight to product decision.
Every study starts with the question behind the question. I work with stakeholders to define what decision we're trying to make, what we already know, and what evidence would change our direction. This prevents research from becoming an open-ended exploration with no clear endpoint.
What this involves:
With the research questions defined, I build the materials and test them before going into the field. This is where research quality is set — strong materials and a solid pilot save time and protect data quality.
What this involves:
Data collection is where rigour matters most. I choose methods based on the question, not habit — mixing qualitative and quantitative approaches to build a complete picture. Every session is designed to surface behaviours and motivations, not just opinions.
What this involves:
Raw data becomes insight through structured analysis and synthesis. I look for patterns across participants, map findings to the original research questions, and translate observations into implications for the product. This is where evidence meets interpretation.
What this involves:
Research only creates value when it reaches the right people at the right time. I present findings in formats teams can act on immediately — connecting insights to specific product, design, or strategic decisions. I track whether recommendations are implemented and measure downstream impact.
What this involves:
Before becoming a researcher, I spent nine years as a UX designer. That background shapes how I approach research — and means I can step into design work when a team needs it.
Every project is different, but the work tends to follow four phases:
Research provides a strategic foundation for product discovery by deeply understanding users' goals, struggles, and context of use. By gathering and synthesising data from multiple sources, it enables informed decisions that align with both user needs and business objectives.
Defining the problem is a crucial step in ensuring a product's success. Based on the data gathered in the previous phase, user and organizational requirements can be defined, fostering a shared understanding of the problem to be solved. This phase often includes creative methods to generate potential solutions.
This is the moment to create scenarios, sketch, wireframe, prototype, and test solutions in a lean manner. Define the information architecture, navigation patterns, and user flows—constantly iterating and testing throughout the process.
The delivery phase is not the end of a project. Key questions to address include: "Does the solution align with user needs and expectations?" and "Does it effectively meet business objectives?"
Iteration should not be only a buzzword but an actual practice of continuous improvement.
I ensure that research and design deliver value to both users and the business in a pragmatic, lean manner, avoiding unnecessary complexity.