Tool kit

Templates we actually use

The same sheets we fill in on real projects, cleaned up and free. Leave your email and the PDF downloads right away.

Research plan one-pager

Everything a project needs on a single page: the decision, the questions, who you talk to and when the team reads the findings.

PDF · 2 pages · print or fill on screen

A conversation with a spine: warm up, the last real experience, deep dive and a set of probes to keep handy.

PDF · 2 pages · for moderators

Tasks instead of questions, success criteria, an observation grid and the exact words to say before you start.

PDF · 2 pages · task based

Recruit on behaviour, not job titles. Accept/reject criteria, traps to avoid and a small logistics table.

PDF · 1 page · for recruitment

One sheet per theme: the evidence, why it matters for the business, what changes tomorrow and how sure you are.

PDF · 1 page · after fieldwork

THINGS
PEOPLE:

People are complicated. That's why we look at more than one thing.

Methods are tools. We choose the ones that help answer the question.

These groupings overlap on purpose. A method can live in more than one place.

Behaviour reveals what people actually do, not just what they say they do.
- Behavioural research
- Usability testing
- Journey research
- Behavioural experiments
- A/B testing
- Contextual research
Language shows how people explain themselves, and what they want us to believe.
- In-depth interviews
- Focus groups
- Surveys
- Concept testing
- Expert interviews
Emotion explains the pull behind a decision long before reason catches up.
- In-depth interviews
- Diary studies
- Ethnographic research
- Contextual research
Mental models, beliefs and context shape how people make sense of the world.
- Qualitative research
- Quantitative research
- Segmentation
- Cultural and trend research
- Competitive research
Choices show what people trade off when they can't have everything.
- Conjoint analysis
- MaxDiff
- Choice modelling
- Pricing research