How I Work

Depending on the challenge, I blend qualitative depth with quantitative rigor to generate insights that are both meaningful and actionable.

My work is designed to move teams from questions to clarity—and from ideas to outcomes.

Outcomes I Help Create

• Actionable customer and stakeholder insights that drive engagement, adoption, and behavior change
• Consumer and user value propositions
• Opportunity area identification and prioritization
• Personas and audience frameworks
• Customer, user, and stakeholder journey maps
• Feature and capability prioritization
• Design principles and experience guidelines
• Task flows and process maps
• Concepts, prototypes, and innovation directions
• Strategic recommendations grounded in evidence

Qualitative Methods

I use qualitative research to understand motivations, behaviors, pain points, unmet needs, and contextual realities.

Core Methods

• One-on-one interviews (remote and in-person)
• Focus groups
• Online discussion communities
• Observation and field studies
• Playtesting
• Concept and prototype testing
• Usability testing
• Wizard-of-Oz testing
• Design thinking workshops
• Co-creation sessions (remote and in-person)

Strategic / Synthesis Methods

• Jobs-to-be-Done (JTBD)
• Card sorting
• Affinity mapping
• 2 x 2 opportunity mapping
• SWOT analysis
• Competitive landscape analysis
• Process mapping
• Journey mapping
• Personas

Quantitative Methods

I use quantitative research to validate patterns, prioritize opportunities, and support confident decision-making at scale.

Methods

• Surveys
• Opportunity Score analysis
• Kano analysis
• Behavioral and attitudinal measurement
• Secondary data analysis

Statistical Techniques

• Chi-square analysis
• ANOVA
• t-tests
• Linear regression
• Logistic regression
• Factor analysis
• Cluster analysis

My Approach

I tailor every engagement to the business need, audience, timeline, and level of risk. Sometimes the right answer is a fast lean sprint. Other times it requires deep foundational research. My goal is always the same:

Deliver clear insight that leads to confident action.