So... what makes me tick?
An insatiable curiosity about the world around me fuels much of my daily life and interests.
This makes me open-minded and adaptable — I am happiest learning new things and seeking out fresh experiences and ideas. Reading non-fiction, exploring new genres of music, wandering around unfamiliar parts of a city, trying new cuisines, dishes and drinks. They all tickle my brain just right.
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Like... when I first discovered merguez in Paris.
Or when I first listened to front-to-back In Rainbows.
Or moving to London.
Truly life-changing experiences.
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Let's trade stories about the things we love and have learned from! Suggestions about what to try next, cook soon and read/watch are always welcome.
Learning about someone's life, experiences and values is as fulfilling to me personally as it is professionally.
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I believe there is clear value for both individuals and organisations in challenging assumptions by listening to what others have to say. Uncovering new ideas and ways to approach problems is only the start of what can be gained from such input. This is what gives me such firm conviction about user-centered research's impact in transforming businesses.
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In my last 3 years as a design researcher leading ethnographic research projects at Conifer in Chicago, I delivered this value through complex frameworks and rich insights to Fortune 500 clients across industries — from F&B, healthcare and big tech to entertainment and more.
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I combine my skills as a researcher, marketer and journalist that I honed at Northwestern University to move past simply answering the 'why' — and strive to illustrate behavioral typologies and patterns in all projects that I work on.
Please get in touch for any collaborations or questions!
samarthsoni97@gmail.com
Good research is about...
(or, my research values)
1.
knowing the limits of empathy
Building empathy with users is essential. I believe it is necessary to identify opportunities to improve experiences and supports others in connecting with learnings.
However, some experiences are beyond 'walking in someone else's shoes'. It's important to seek expertise when working on especially sensitive subjects — to not only collect data but effectively convey what it means.
2.
being an advocate of the data
Adopting a human-centered approach for me means consistently grounding insights in user stories and clearly drawing attention to assumptions. Sometimes data cannot perfectly support a desired outcome. It can be interpreted to validate certain ideas or goals. In these cases too, I strive to represent user experiences as honestly as possible.
3.
diverse sources of input
Curating a diverse sample of data sources — from participant demographics, to extreme user behaviors and geographic markets can be as impactful as collaborating with individuals with different points of view and skillsets. Together, both ensure a pipeline of value delivery from data collection to synthesis findings.
strategic planning/management
4.
Delivering insightful, worthwhile recommendations is contingent on strategic project management. I work backward from project goals to plan the right research activities, execution of research and manage stakeholder relationships and engagement for the best possible result.