We believe that mixed methods yield comprehensive answers: blind spots and caveats in specific approaches can be tackled through mixing methods.

Triangulation allows us to have greater confidence and richer insights than possible to achieve through a single method alone.

We aspire to form a comprehensive narrative of what we know about the current and future users of our products rather than methodologically siloed insights.

While maintaining the standard for validity and reliability, we encourage and celebrate creativity and experimentation with research designs and tools. We frequently try out novel approaches to gain insight into questions we haven’t explored before, or shed light into parts of the experience we haven’t studied in the past.;