I start by looking at historical research, current market trends and expert opinions to understand what is known about a topic to make sure we are building on (not reinventing) the wheel. I then fill in gaps through a mix of qual approaches (e.g. participant observation, interviews, focus groups, diary studies, walk-alongs, co-creation sessions) + quant testing (e.g. surveys, dataset analyses).

To develop strategy that succeeds in adapting to the ever evolving digital world I 1) Pay attention to experiences at the fringes to try and identify truly innovative solutions. 2) Center global majority perspectives and needs to build an expansive reach. 3) Collaborate closely with those building products and implementing solutions to make sure we are learning from those who know their field the best.

I like to carefully think about the audience of any research, their needs & their moods. This helps me develop storytelling formats that actually engage people. Past work has included workshops, data rich spreadsheets, in-field immersions, multimedia reports, short films, photoessays & curated physical artifacts.