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Every project begins with understanding its origins—the why behind the work. At this stage, I dive deep into the business needs driving the project, the long-term intent for the insights, and any contextual factors that might influence scope or outcomes. This foundational understanding helps ensure the research is purposeful and aligned with broader organizational goals from the very start.

Next, I engage with stakeholders across cross-functional teams—product, design, marketing, engineering, and leadership—to gather diverse perspectives and ensure no critical angles are missed. This often involves structured workshops, one-on-one interviews, or collaborative sessions where I listen carefully, ask probing questions, and surface assumptions. The goal is to build shared understanding and buy-in, and to capture any additional constraints or opportunities that might shape the research.

In this phase, I work closely with stakeholders to crystallize clear, explicit research goals and objectives. I prioritize tight, unambiguous language that directly ties back to the guiding principles established in the project genesis—business goals, KPIs, or other relevant metrics. This alignment ensures the research stays focused and actionable.

With clear goals in place, I select the most effective research methods tailored to deliver rich, meaningful insights. Whether qualitative, quantitative, or mixed methods, I design studies that are fit-for-purpose, considering participant recruitment, timeline, and resources to maximize impact.

During execution, I either lead the research sessions myself or guide other facilitators to maintain consistency and rigor. I develop detailed data collection tools and materials—interview guides, surveys, usability tasks—to ensure each session captures comparable and reliable data.

As data collection progresses, I conduct early analysis to identify emerging patterns and preliminary insights. I share these topline findings with stakeholders to validate directions and collaboratively decide where to dig deeper or adjust focus for the final synthesis.

At this critical stage, I integrate early analysis with stakeholder input to produce comprehensive insights. These are delivered at multiple levels—from granular, technical details for teams in the trenches to high-level, digestible summaries for executives. The insights include strategic, tactical, short-term, and long-term recommendations, designed to drive meaningful action and inform future research cycles.

I tailor presentations of insights to various audiences, ensuring each team or leadership group receives the most relevant, actionable information. Through storytelling, visuals, and clear communication, I help stakeholders connect with the findings and understand their implications.