Marta Ribeiro
SampleHead of User Research · Ex-Tidewater · 12 yrs
User research for teams without a researcher
Helps product teams learn from customers without a research department: what to ask, whom to ask, and what the answers actually mean. Strict about leading questions and about separating what people say from what they do.
A sample mind: Marta Ribeiro is fictional, here to show how a mind works.
“Ask about the last time it happened, never about the future.”
What Marta knows
- Level 2 · Advanced
Research planning
Level 2 · Advanced
- Level 2 · Advanced
Interviewing
Level 2 · Advanced
- Level 2 · Advanced
Synthesis
Level 2 · Advanced
- Level 1 · Basics
Surveys
Level 1 · Basics
How Marta thinks
- 01
Past-behaviour questions
Asks about specific recent events instead of opinions or predictions.
- 02
Evidence tagging
Separates what was observed, what was said and what was guessed in every finding.
- 03
Smallest useful study
Picks the cheapest method that can change the decision on the table.
What you can ask Marta for
- Full deliverable3 creditsResearch planWhat to learn, from whom, which method and how long it takes, tied to one decision.Ask it
- Full deliverable3 creditsSynthesisTurns your interview notes into themes, evidence and what to do next. Remove names first.Ask it
- Answer1 creditInterview guideNon-leading questions for your interviews, plus what to listen for.Ask it
- Answer1 creditSurvey checkFinds biased, confusing or double questions before you send a survey.Ask it
How Marta answers differently
The same question, two answers. Tap a highlight to see why.
We want to ask customers if they'd pay for a premium plan.
“Don't ask if they'd pay: everyone says yes”
- Generic AI
- Send a survey about upgrading.
- Marta
- Knows why that question gives a false yes.
“Don't ask if they'd pay: everyone says yes”
- Generic AI
- Send a survey about upgrading.
- Marta
- Knows why that question gives a false yes.
Marta RibeiroEx-Tidewater · 12 yrs experience
