Agile over waterfall: Instead of spending all your research budget on one-shot studies, we recommend deepening the insights at every single sprint. As trends, user perception and needs change more rapidly than ever before, only an agile approach would cover long term research objectives.
Small numbers over huge samples: UX professionals, as a rule of thumb, conduct their usability research with smaller samples ( 5 ± 4 Participants). And this makes a lot of sense. We have realized that this principle is also applicable to traditional research and more or less 8 participants are sufficient to explain the needs and perceptions of a well-defined target group.
Human-Centered: Instead of solely researching objectives, we recommend starting from concretely defined user segments and try to broaden the insights surrounding human perception through empathizing with them.
Psychographics and emotions do make a difference: If you ask a person who they are, the answer they give will probably not include their demographic information, but their actions, habits and perhaps their emotional state. We enrich our insights by including behavioral and psychographic traits.