Kelly Moran, VP of Experience Research and Insights, discusses how her background in anthropology shapes her approach to UX research. She emphasizes the importance of the reflexive, holistic, and emic perspectives in understanding user behavior. Kelly shares a story about lenses to illustrate the need to recognize and understand our own biases. She also discusses the importance of empathy and cognitive empathy in bridging the gap between different user perspectives. Kelly highlights the need for research initiatives to be aligned with the broader strategic goals of the company and emphasizes the value of integrating insights from digital, physical, and organizational contexts. She suggests underutilized research methods such as diary studies and participatory design. Kelly also provides advice on navigating challenging situations, developing impactful research programs, and mentoring junior researchers. She discusses the balance between speed and comprehensive insights in research and the importance of understanding how business works as a researcher. Finally, Kelly shares the importance of remaining open to possibilities and turning vulnerability into a strength.