I’m Andy Jacobs and I’m a user researcher. I help organisations achieve their goals by talking to users first.

I have getting on for 20 years experience in user research, conversion rate optimisation, UX and digital strategy.

Good UX should start with uncovering the problems before validating solutions.

My job is to not have an opinion.  My job is to gather evidence so that informed decisions can be made.  It is to remove subjectivity from the equation and make recommendations based on the evidence collected.