Research That Cuts Through Assumptions
My Approach
1. Understanding the Human Side (Qualitative)
I study what people actually do — their workarounds, their frustrations, their instincts. My research blends qualitative depth with just enough data to confirm what matters and remove the noise.
- Behaviors that reveal friction
- Emotional patterns behind choices
- What people actually do (not what they say they do)
- Workarounds they’ve created to solve their own problems
2. Turning Insight Into Proof (Quantitative)
Once themes appear, I support them with numbers—not because data is the answer, but because it gives direction weight.
Examples of what I run:
- Task success + error rates
- Click-path and funnel drop-offs
- Simple A/B comparisons
- Heatmaps or scroll-depth to validate behavior
