Deborah’s curiosity drives her to explore people’s motivations and behaviours, to understand her client’s business and to dig deeper for insights. In recent years, Deborah has taken a keen interest in evolving her qualitative research skillset into UXR. She is excited by how UXR allows her to be the eyes and ears of clients and to see the tangible impact insights she illuminates have on continuous product development and refinement.

Deborah has a degree in Psychology from the University of Toronto and for over 15 years has been passionate about delivering actionable insights, teaching moderating skills, speaking at, and chairing conferences. She stays highly involved in industry associations (she is currently a co-chair of the QRCA Canada Chapter). Prior to joining Upwords as Vice President, Insights in 2022, Deborah led the qualitative research practice for two full-service research firms. She works with a broad range of clients in industries including (but not limited to) Technology, FMCG, Media, Financial Services, Professional Services, Education, Travel & Tourism, and Crown Corporations/Government Agencies. Since joining Upwords, Deborah has been leading at least one UXR Rolling Research session per month.

Bronwen believes every person has a unique and interesting story to tell. As part of the Upwords team since 2012, Bronwen has been deeply immersed in qualitative research, with great depth of experience in online methodologies. Upwords custom designs market research that inspires human-centered decision making for Strategy, Innovation, Communications and Experiences. We deliver insights that inspire, using technology “with purpose” to help brands make human connections.

Bronwen loves to explore how technology including AI can enhance our work, while staying mindful of (and mitigating) potential risks. She values diverse perspectives and is always seeking to uncover underlying motivations that drive human decision making and behaviour.