I lead UX research and product analytics at Aize, an industrial digital-twin platform used by engineers to make expensive decisions. I'm the person who answers "how do you know?" every week, with the dashboard and the interviews both on the table.

For most of my 17 years in B2B SaaS those two lived in different rooms. Analytics said what moved, research said what it meant, and connecting them was a weekend job. AI made it easier and faster, and I've run the combined loop on a live product ever since.

I have a PhD in behavioural science and an MSc in Statistics, which mostly means I know how easy it is to fool yourself with either kind of data alone. I also write Built & Measured, a weekly newsletter for product people who want the full picture.