"A good researcher must discard all their own interpretations and focus only on what's in the data."
In the interview we discussed the concept of structured curiosity, which underpins quality research work, and focused on why it's important not to underestimate the collection of input data right from the outset. Michala shares her experience of what most commonly prevents organizations from listening to real users and why so many research projects ultimately end up unused in a drawer.
You'll also learn how to critically choose the method and target group, and what the risks of doing research on your own are — when it pays to opt for an external perspective instead.
You can watch the full video interview on our YouTube channel, or listen to it on other platforms (Spotify, Apple Podcasts.)
Don't miss more interviews and educational content on our YouTube channel
