Methodology
How the work unfolds
A structured but flexible process — each engagement adapts to the specific rhythm and constraints of the project. The constants are rigour, transparency, and making sure the research connects to real decisions.
Brief & Scoping
Initial conversations to understand the project context, constraints, and objectives. Defining the research questions that will actually move the needle — not the ones that are easiest to answer. Output is a shared brief and scope document.
Immersion & Desk Research
Before recruiting participants, grounding the research in existing knowledge. Competitive landscape, academic literature (where relevant), regulatory context. This phase prevents duplicating work and sharpens the primary research questions.
Primary Research
The fieldwork phase: interviews, observations, usability sessions, diary studies, or participatory workshops — or a combination. Methods are selected for their fit with the question, not for familiarity. Particular care is given to XR-specific challenges: embodiment, simulator sickness, presence, and spatial cognition.
Analysis & Synthesis
Moving from raw data — transcripts, notes, recordings — to structured insight. Affinity diagramming, thematic analysis, journey mapping, and pattern identification. This is where analytical rigour and creative thinking meet.
Delivery & Activation
Findings are worth nothing unless they reach the right people in the right form. Reports are written for the audience — executive summaries for leadership, annotated artefacts for designers, detailed appendices for those who need depth. Workshops activate the findings with the team.
Follow-up & Iteration
Research is iterative, not a one-shot event. Follow-up sessions to validate design responses, answer questions that emerged, or evaluate the effect of changes. The relationship continues as long as the questions do.
Method selection follows the research question, not habit or convenience.
Clients see the process as it unfolds — no black box.
Immersive environments demand methods that account for presence and embodiment.
Findings are written to be used, not to sit in a shared drive.