Ben loves a meaty project that lets him use all his research tools. (We’re pretty sure his workshop has a pegboard with the painted outlines of contextual inquiry, surveys, focus groups, and the rest of his trusty methods.) As much as he enjoys the data collection, though, it’s always in service to answering important questions: How to position a new offering? Features that will excite customers? What needs to be in place to deliver a superior experience? Ben enjoys working alongside his clients to build a shared perspective and define the way forward.