Whether you call it design research or product strategy, the essence of the role is the same.

It’s about guiding teams to create experiences, services, and products that meet the needs of people. It’s about adapting the approach to fit the problem—asking the right questions, testing what is most uncertain, and delivering insights that are clear, actionable, and timely.

The aim is always to help teams move forward with clarity and confidence and deliver real value for the users and the business.