Qualitative Methods in UXR

You've talked a bit about the use of quantitative methods as a way of forging these relationships. And I wonder where the qualitative fits into this. Tell me about the insights part of the equation and how's that going in terms of making the case for people to listen to what you're coming up with? Yes, absolutely. In right problem, we have this model, it doesn't always get followed exactly, but it's a model that we look to as a north star. And it's a qual quant qual sandwich. The first phase of qual is really starting to understand where there may be openings of opportunity.