Throughout my career, I’ve led a diverse range of mixed-methods research projects, seamlessly integrating qualitative and quantitative approaches to generate both depth and breadth of insight. I understand that no single method answers every question, so I start every engagement by aligning stakeholders on what we need to learn and why. For example, when exploring new product opportunities or identifying unmet needs, I rely on generative methods, such as in-depth interviews, contextual inquiry, or diary studies, to uncover user motivations and pain points.

 

When we need to validate direction, prioritize features, or measure usability, I turn to evaluative methods such as surveys, usability testing, or clickstream analysis. I’m also comfortable designing studies that layer multiple methods, such as following up survey segments with targeted interviews or using quantitative data to triangulate qualitative themes. Choosing the right approach is always about balancing the research question, timing, and business context, and I pride myself on making those decisions with strategic intent, ensuring that research not only informs design but also builds momentum and alignment across teams.