Your dashboard says what.I find out why.
Research designed around the one decision you’re stuck on, run in the field, and in the culture your customers actually live in. I’ve worked across more than 89 countries, and the same screen means different things in each of them.
- You’re entering a new market, country or culture
- The roadmap has become an argument instead of a plan
- Your users are experts under pressure and surveys tell you nothing
- You need to know what to build next, and what to stop building
- A research plan tied to a decision, not a curiosity
- Interviews, field visits or diary studies with your real users
- A journey map that shows where the anxiety actually is
- Clips and quotes your executives will repeat
- Clear calls: build, fix, cut, in priority order
- Raw notes and recordings, so nothing is hidden
The right tool for the question.
One person, one hour, no script they can see. Where motives and workarounds come out.
I sit where the work happens: a ward, a fab floor, a trading desk. Surveys tell you nothing here.
For habits that don’t fit in an hour: money, health, commuting, cooking.
To size a finding, never to discover one. Short, neutral, tested first.
I read your data before I meet your users, so the sessions chase the right mystery.
Your customers arrive trained by other products. I map what they expect.
Findings you can act on by Friday.
Every insight arrives in the same shape: what we saw, how sure we are, what it means, and the decision it forces.
- Seven of nine participants. Three clips attached.
- High. Same behaviour across both markets.
- The date is the real price. Show it in the basket, not at checkout.
- Build. Next sprint. Owner: checkout team.
- A ninety-page deck nobody opens
- Personas with stock photos and favourite coffee orders
- Findings without a recommendation
- Research that arrives after the decision was made
How many people do you talk to?
Enough to stop hearing new things. Usually five to eight per distinct audience. If you need to know how many customers feel that way, that’s a survey, and I’ll say so.
Can you run research in other countries?
Yes. I’ve lived in and worked across more than 89 countries, and I work with local moderators and interpreters where language and culture change the answer.
Do we keep the raw material?
Everything: recordings, notes, transcripts and the analysis. Nothing is hidden behind a summary.
Four steps.
- Frame
One week to agree the decision this research has to unblock.
- Recruit
The right people, not the convenient ones.
- Field
I run the sessions. Your team joins as observers.
- Decide
A working session that ends with changed roadmap cards.