My approach to research is rooted in curiosity and empathy. When designing an experience, I believe it is essential to deeply understand the people for whom it is intended. I select research methods based on the specific questions or hypotheses at hand, prioritising those that provide the most comprehensive insights. While I favour qualitative methods for their ability to uncover nuanced understanding, I also recognise the value of quantitative methods in identifying broader patterns, pinpointing issues, and measuring their scope.