Designing (N)credible Research Studies

  • 08 Feb 2017
  • 8:00 AM - 2:30 PM
  • American Tobacco Campus, 318 Blackwell Street, Durham, NC 27701
  • 0


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  • Login required. You must be a member of a sponsor organization and your account must be linked to the sponsorship. Contact your sponsorship administrator or the Triangle UXPA if you should qualify for this special rate.

Registration is closed

UPDATE: The workshop time has been extended by two hours. New time is 8 am - 2:30 pm. Lunch will be provided.

At twig+fish, we repeatedly see evidence of weak research behaviors resulting from an imbalanced emphasis on business goals at the expense of good research practice.

Do these situations sound familiar?

  • We lead with method.
  • We fail to align stakeholders on the research objective.
  • We expect research to always have a direct ROI, or, it’s not worth it.
  • We understand people based on their relationship with our offering, nothing more.
  • We expect research to answer everything.

A Strategic Research Framework Everyone Can Use

Having been through many of these experiences ourselves, we crafted a framework that helps address these behaviors and more, and equip researchers with an approach to redesigning credible and meaningful research studies. The goal of the framework is to not only empower the researcher, but to also align and educate the internal team on the power of research with the right perspective.

An (N)Credible workshop

Meena Kothandaraman, along with twig+fish colleague, Zarla Ludin, will lead a half-day workshop that will address the following:

  • Understand the attendee mindset and discuss challenges of conducting research
  • Review typical solutions used to address challenges
  • Introduce the twig+fish NCredible framework
  • Apply the framework to an example project that all attendees can relate to
  • Deconstruct the term “method’ and focus on activities related to the framework
  • Demonstrate the framework in action (using the case), and design a rationale-based research roadmap
  • Detail a study design within the roadmap


8 am - 8:30 am: Breakfast and networking
8:30 am - 2:30 pm: Workshop

Light breakfast, morning break, and lunch will be provided.

About the Instructors

Meena Kothandaraman

With 25 years of experience, Meena has consulted to emphasize the strategic value of customer experience across product, space and service. She truly believes that businesses can achieve greater focus by better understanding the behaviors of their customers, and those who create the products from within the business. Experiencing the journey of conducting research can truly inspire!

Zarla Ludin

Bringing an anthropological perspective to every project, Zarla is passionate about helping people build stronger connections with each other. Zarla's expertise lies in her ability to help people reveal, reflect, and describe the parts of life everyone takes for granted. Zarla has a knack for helping teams access their natural curiosity and bring a more empathic lens into their work.

Learn more about Meena and Zarla


The American Tobacco Campus is located in downtown Durham. The workshop will be in the classroom. 

318 Blackwell Street
Durham, NC 27701

Workshop attendees can park in the visitors spots on the first floor of the North Deck Parking for free, for the length of the entire workshop, without putting a decal or temp pass or anything on their car. For further directions and parking information visit:

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