How to Research for Increasive Innovation

If you make one aspect of it too optimised without constraining on the rest, then you're going to end up with all consequences. You've got to make sure that the entire journey works. Because sometimes we talk about the dark patterns of UX, but sometimes you have to make it more difficult if that's what you're trying to balance out. Yes, it's a very manipulative business, of course. Yeah. Well, what are some of your favourite research methods then? Favourite research methods. It depends on what I'm researching. That's step one. So because you need to research different things. One is consumer research, where everyone thinks first. The second is also