How I approach research
Over 10+ years of mixed-methods UX research experience, most recently leading strategic research across Meta’s Core Ads, Monetization Experiences, and FinTech organizations. The case studies inside show how qualitative and quantitative research translated into measurable business outcomes, from tens of millions of dollars in recovered and identified revenue to leadership-level product strategy decisions.
Most research problems aren’t data problems. They’re clarity problems wearing a data costume. Before I run a single interview or ship a single survey, I ask what decision we’re actually trying to make and what “good” looks like once we’ve made it. Everything else- quant to size it, qual to explain it, synthesis to connect the two- is just the right tool showing up at the right moment in the story. I’ve spent over a decade making sure it does. I’ve never met a dashboard that could tell me why. That’s still my job.
These are the methodology principles I live and breathe by in each project.
Methodology Principles
Start with judgment, not just data.
I anchor every project in the decision at hand, what a good outcome looks like for the team, and what evidence is genuinely needed to move forward with confidence.
Partner early on questions, not just readouts.
I work with product and design teams up front to clarify constraints and timelines, so we solve the right problem before choosing a method.
Let the lifecycle choose the method.
Early discovery calls for qualitative depth, sizing and validation call for quant, and most 0-to-1 problems cycle through both: discovery, ideation, validation, and reflection.
Follow a repeatable mixed-methods rhythm.
Quant surfaces where a problem exists, qualitative explains why, synthesis connects the two into a shared insight, and a follow-up read on the data confirms whether the fix worked.
Translate insight into action, not just decks.
I turn validated findings into “how might we” opportunities, prioritize them with PM and design against impact and effort, and stay engaged through launch to close the loop on results.
Core Strengths
Strategic UX research & product strategy → Strategy
Qualitative research (interviews, usability, field, diary studies) → Depth
Mixed-methods triangulation (surveys, behavioral, funnel/experiment data) → Triangulation
Executive storytelling, stakeholder influence, roadmap recommendations → Influence
Ads, monetization, subscriptions, FinTech research, 0-to-1 → Domain
AI-augmented research workflows → AI-fluency
0-to-1 research and practice building → Pioneering
Talk is cheap. Proof has a name, and mine is “Work.”
What’s inside:
Four case studies, each one built the same way I build research: problem, method, insight, and the outcome that actually moved a business.
The short version of how I run mixed-methods research from first question to final readout, so you know what you’re signing up for.
The exact skills each engagement put to work, mapped for consulting clients and hiring managers alike.