Qualitative Research
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About this service
Summary
I specialize in human-centered qualitative research that uncovers the why behind behaviors, decisions, and perceptions.
Whether you're exploring a new market, testing a product concept, or trying to understand how your brand is truly perceived, my qualitative research gives you the depth and nuance that data alone can’t offer.
I use methods like in-depth interviews, usability testing, diary studies, focus groups, ethnographic studies, and narrative analysis to:
Discover what your audience really values, needs, and feels
Surface patterns, tensions, and unmet needs
Capture the language people use (so you can speak it too)
Test assumptions and validate hypotheses
Generate insights you can confidently build strategy around
This approach goes beyond surface opinions, to listen deeply, analyze thoughtfully, and translate insights into clarity and direction.
What's included
Research Plan & Framework
> Research goals and questions > Target audiences and sampling criteria > Methods and tools (e.g. interviews, focus groups, diary studies) > Timeline and logistics
Participant Management
Manage the process to identify and onboard the right participants for your research, ensuring representation, relevance, and diversity.
Insight Report/Deck
> Key themes and patterns > Direct quotes that bring insights to life > Personas or archetypes (if relevant) > Behavioral maps, tension points, and motivations > Recommendations & Roadmap
Skills and tools
Market Researcher
Researcher
UX Researcher
Google Apps
Microsoft Excel
UserTesting
Zoom
Industries
Telecommunications
Product Management
Healthcare