Research without theater

Before you begin

By the end, you can…

• Ask for behavior rather than predictions
• Select a method that fits the decision
• Separate evidence from interpretation

01 / Understand

Memory beats speculation

People are poor predictors of what they will do, especially when they want to be helpful. Ask for the last real occasion: what triggered it, what happened next, what tools were involved, and where the work became difficult.

An interview reveals meaning and language. Observation reveals workarounds and context. A survey estimates a known pattern. Analytics show what happened but rarely why. Combine methods only when each closes a real evidence gap.

02 / Apply

Synthesis is disciplined compression

Keep raw observations, participant words, interpretations, and recommendations distinct. Affinity mapping helps reveal repeated behavior, but frequency alone does not determine importance.

A finding should connect evidence to an implication: what was observed, why it matters, who it affects, and what decision it informs. Preserve contradictions instead of smoothing them away.

03 / Make

Your studio task

Make — Run three short interviews using behavior-first questions, then affinity-map the evidence.

1. Write five behavior-first interview questions.
2. Run three short conversations or observations.
3. Capture facts and quotes separately from interpretations.
4. Create three findings, each with evidence and a decision implication.

04 / Check

Knowledge check