Tina talks with Aiden, a research leader and digital strategy consultant. They discuss the combined power of grounded theory and continuous discovery in UX research. Aiden shares their experiences and perspectives on how these methodologies enrich the understanding of user needs, driving innovation in user-centric design while exploring the interplay between teamwork and individual efforts in research. 🔎 Do you want to know more? Check out this episode at:  https://www.uxtweak.com/podcast/aiden-hirshfield-grounded-and-continuous-discovery/ Episode highlights 00:01:15 Aiden's Media Background and UX Journey 00:04:26 Team Dynamics in UX Research 00:06:48 Critique of the Scientific Method in UX 00:10:41 Grounded Theory Explained 00:25:01 Democratization in UX Research About our guest Aiden Hirshfield Aiden is a research leader and digital strategy consultant across industries, focused on helping people foster more thoughtful and critical relationships with the media and technology they use in business and in life. His work is rooted in empathy building and uses mixed-method research to elevate the stories of people with lived experiences. Aiden believes that research is a group effort, so he is passionate about enabling teams with the right tools, methods, and expertise needed to conduct continuous and fruitful research at any maturity level. Aiden holds a Ph.D. in Media Psychology, where his research examines the impact of representation on marginalized identities, primarily the LGBTQ+ community. He also started a new podcast, Media Psyched, where he talks about our complex relationships with media and technology. Aiden loves to give back to the UXR community as a mentor, speaker, and author. 🔎 Where to Follow Aiden Hirshfield LinkedIn / Aiden's website / Media Psyched podcast About this podcast: Welcome to UX Research Geeks, where Tina Ličková, a researcher and strategist, talks with researchers from around the globe about topics that matter to them.  🐝 Brought to you by UXtweak, an all-in-one UX research software. Start your research for free at: https://www.uxtweak.com/ 👈 🐝 Where to Follow UXtweak: LinkedIn / Instagram / YouTube / Facebook / Twitter