I’ve been working in consumer psychology and design leadership for 25 years and I need to be honest with you, I’m a bit of an introverted academic type, and even after years of interviewing people from all walks of life, I still felt awkward and found it stressful. I wasn’t convinced the tools helped us do an amazing job.

So, 10 years ago I designed a solution out of the these frustrations - and it’s been a genuine game-changer for both me and as it turns out, other insight-hunters around the world. Years of research, testing and iterating have gone into this framework, I used to have my university students use it so I could scale the sample sizes. ;)

Today it's been tried and tested with over 1000 students, working in startups, innovation consultancies and global brands and like everything, I’m convinced it can be made better, but so far it has stood up as being easy to use, robust yet also highly adaptable.