Discovery & Research

Most research captures what people say. Few methods capture what they're actually trying to do. Personas segment by who people are. Jobs segment by what they're trying to achieve — and that changes everything about how you find, validate, and act on insight.

This book is the practice layer. Interview techniques, force-mapping, switching analysis, and the research habits that turn raw conversations into product decisions. Every method gets taught from the job outward — not from the methodology inward.

Each article runs the same loop: understand the signal, learn the technique, run the study, synthesize the job, keep the artifact. No academic overhead, no infinite analysis paralysis. Built to turn insight into action.