I find where what customers want and what a business needs overlap — then show why it works and what to do next. I'm not tied to a single method, so I follow each question across whatever evidence answers it.
For fifteen years I've worked at the seam between the customer and the business, across consumer tech, fintech, and SaaS. The work is connecting evidence that usually lives in separate functions into a single read a leader can act on — including the move they didn't know to look for. Today I'm Principal UX Researcher at HubSpot, with earlier research leadership at Shopify and across tech and advertising.
Research at the intersection of product quality and customer retention, and the shared systems that make that connection visible across the organisation.
Built the research function and team, making customer evidence a standing input across product, operations, and growth.
End-to-end research from customer understanding to product decisions, pricing models, and go-to-market strategy.
Built a behavioural research practice serving clients across industries.
Behavioural and predictive analysis in advertising.
I write at The Unconscious Consumer about behavioural science, how value gets measured, and the ways AI is reshaping research itself. It's where the thinking behind the work lives in the open.
Earlier research and commentary have been featured by CBC's The National and the Huffington Post.
Read The Unconscious Consumer →