“Your fear of looking stupid is holding you back.”

I discovered this quote in 2023, and for months I couldn’t get it out of my head.

“I’ve been a researcher for over a decade, and I’ve always wanted to try freelancing. But what if I don’t get any clients? What if I fail spectacularly and embarrass myself in front of all my colleagues, family and friends?”

Fortunately I took the plunge – and I’m happy to report that none of these things ended up being true. Indeed, the fear of looking stupid is far more painful than the act itself.

Fishcake Origins

My research philosophy in a nutshell.

Approach from many angles. Analyzing multiple datasets, especially a blend between qualitative and quantitative feedback, is better than one dataset alone.
Keep it simple. I’m not a fan of big, convoluted studies. Why resort to complicated card-sorting techniques or months-long diary studies when simple interviews are possible? Keeping it simple = quicker, cheaper, and far easier to extract and communicate insights.