Research
Using qualitative methods to answer simple but pertinent questions about everyday decisions. Each month, we investigate one decision domain—conducting 30–40 interviews—to identify pain points and ship practical tools (checklists, cards, scripts) that measurably reduce friction in daily life.
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Research Papers
38 interviews with commuters reveal the hidden trade-offs when choosing late-night transport. How riders balance time, money, safety, and dignity—and the simple checklist that helps.
40 household interviews expose the mental math behind grocery decisions when money is tight. The pain points, trade-offs, and the printable budget card that changed the game.
35 interviews on social media behavior reveal the social pressure behind sharing unverified news. The RED-15 framework helps people pause before forwarding.