Flipping questions on its head 4 minutes read — 02 May 2025

A cardinal sin when it comes to design research is when some one asks a leading question. If you're interviewing a consumer of Pepsodent toothpaste, you should almost never, ever, ever, ask "How much do you enjoy using Pepsodent toothpaste?". That's a leading question, and the answers you might get from this question are usually loaded with confirmation bias. It would be more along the lines of...

Breaking the fourth wall of an interview 6 minutes read — 15 May 2024

A group of men eating ice cream during peak London summer started drowning in large numbers. As there was a huge number of men eating ice cream who drowned, it was concluded that eating ice cream led to drowning. This did sound absurd to the researchers investigating this curious case of the missing link between ice cream and men drowning. However, upon closer investigation, it became evident...