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...

Future of Ageing with Mehdi Yacoubi 53 minutes read — 15 Aug 2020

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Future of Equity with Ludovick Peters 13 minutes read — 15 Aug 2020

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Future of Mental Health with Kavya Rao 38 minutes read — 15 Aug 2020

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Future of Tacit knowledge with Celeste Volpi 14 minutes read — 15 Aug 2020

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Future of Rural Innovation with Thabiso Blak Mashaba 40 minutes read — 15 Aug 2020

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Future of unschooling with Che Vanni 30 minutes read — 15 Aug 2020

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Future of work with Laetitia Vitaud 25 minutes read — 15 Aug 2020

Disclaimer: This transcript has been processed and cleaned using AI language models to improve readability from the original raw audio recording. While efforts have been made to preserve accuracy and intent, the content may contain errors, omissions, or misinterpretations from the automated transcription process, and has not been reviewed by the original speakers. For critical use or citation...