Natasha Gorobinskaya will turn your research into decisions

My curiosity about how people think, learn, and decide came long before the job title. Across 15+ years it's shaped my work through disciplines, cultures, and industries.

I've built and scaled UX research organizations, mentored research leaders, and partnered with executives across consumer and enterprise businesses serving over 125 million users, at TheFork, Miro, Google, and Time Inc. Today I work with startups too, where the evidence gap is widest and the stakes are sharpest.

One question drives the work: research generates knowledge, but knowledge alone doesn't produce better decisions. That led me to OPTICS, my customer discovery method, to my book Finding the Fit, and to founding Blueberry Research Group, where I help founders decide with evidence.