Stakeholder || What is it? “Stakeholder” is the term used to describe anyone who holds a significant interest or concern in the research outcomes. Typically stakeholders include cross functional team members, clients and/or others that may be affected by the research study…

Prototype || What is it? A mockup, model or visual of something that varies in material, format, detail, complexity and level of functionality - it could even be an audio or interactive prototype…

Persona || What is it? A representation of a group (segment) of people that summarizes their similar attitudes, behaviors and other characteristics. A persona profile typically includes a name…

Participatory Design || What is it? Participatory design, also known as co-design, is an approach to design that brings customers and/or stakeholders and/or subject experts together…

Note Taker || What is it? What is it? A dedicated attendee in a qualitative research session whose role is to record what the participant(s) is expressing or doing. Note takers ensure…

IDI / In-depth Interview || What is it? A method to gather information via a live, interactive conversation. The researcher/interviewer explores the research topic designed to…

Empathy Mapping || What is it? An empathy map is a visualization of trusted data used to express the understanding of a prospect, customer, or other persona. The process of collecting the data is…

Contextual Inquiry || What is it? A research method that involves observing people in their natural context (in person or remotely for some topics), and asking semistructured and or unstructured…