In order to create innovative products, services, and even business models we must first understand and empathize with the target user. This usually means spending time in context observing them in their surroundings living and working the way they normally would.

While contextual research is invaluable, it tends to be expensive. Other research methodologies allow us to understand users more efficiently and cost effectively My goal is to help research and design practitioners develop a robust and appropriate tool kit of research methods.