Sana Okafor

Dynamic segments that blend behavior, life stage, and prediction outperform static asset tiers.

Well-formed hypotheses, sample size, and stopping rules separate insight from noise.

Ethnography's core methods work online when you drop the physical location and keep the depth.

How to build personas that actually influence product decisions.

B2B SaaS needs different testing methods than consumer apps.

Exploratory B2B research requires talking to multiple buying roles with genuinely open questions.

AI is automating research recruitment, moderation, and analysis into one integrated platform.