With over 25 years of experience, Meena consults to leverage the strategic value of qualitative research in the design of product, space and service experiences.

Meena is a founding member of twig+fish, a research and strategy practice based in Boston, MA, that espouses these research beliefs.

She is also a 19-year Lecturer and key contributor to the Bentley University Human Factors and Information Design (HFID) graduate program in Boston, MA.

She holds an M.S. in Information Resources Management from Syracuse University and a B.Com. in MIS from the University of Ottawa, Canada.

In the age of immediacy, organizations work to create experiences that are quick to satisfy. In doing this, there are always unknowns that need answering regarding the people being serviced, and the experience they are consuming. Given the speed that teams are moving at, questions do not always get answered, and instead, organizations rely on assumptions and internal knowledge to continue forging forward. In a world where everything needed to be done yesterday, approaches to getting answers to people questions are also pressured by immediacy. But can every question be asked and answered in a neat timebox for completion?

Meena addresses unknowns by reviewing a five-phased approach to qualitative research that begins with employing the NCredible Framework. This Framework allows researchers and non-researchers to scrutinize what is time-sensitive, and what can be run as a parallel activity for future examination. Meena will leverage a case study to reveal details of the five-phased approach, and the easily understandable Framework. Audience members will be able to immediately adapt the language and approach to their own projects.