Decisions based on evidence. User research reveals expectations, obstacles, and opportunities. We mix exploratory methods (interviews, observation, diaries) and evaluative methods (quick tests, A/B, analytics) to produce actionable insights. We focus on what matters: understanding the context, prioritising problems, evaluating solutions. The results feed strategic framing, UX design, and technical decisions. We establish a rhythm: framing the question, protocol, data collection, synthesis, sharing. We map journeys, identify obstacles, and qualify perceived value. When a hypothesis deserves exploration, we move to prototyping and testing; when a decision is significant, we connect a POC.