# How to Do Better Design Research with Jill Bohaboy | S3E02

- Show: [Designing in the Wild](https://hardwarepodcasts.com/podcast/designing-in-the-wild)
- Published: 2026-09-30
- Length: 58m
- Episode: 2
- Page: https://hardwarepodcasts.com/podcast/designing-in-the-wild/2026-09-30-how-to-do-better-design-research-with-jill-bohaboy-s3e02

## Summary

Jill Bohaboy, founder of Trek Solutions, joins Rob to discuss the craft of design research, emphasizing that meaningful insights come from observation and qualitative methods rather than just asking people what they want. They explore specific techniques such as 'build-it' sessions, shop-alongs, and breaking down products like diapers to understand compensating behaviors and latent needs. Bohaboy argues that researchers can conduct effective, low-budget studies by simply observing consumers in their natural environments and asking open-ended questions to avoid bias. The conversation highlights how these methods help uncover the 'why' behind user actions, turning research into a launch pad for innovation rather than a roadblock.

## Chapters

- [0:00](https://hardwarepodcasts.com/podcast/designing-in-the-wild/2026-09-30-how-to-do-better-design-research-with-jill-bohaboy-s3e02#t=0) Introduction: Jill Bohaboy and Trek Solutions
- [2:30](https://hardwarepodcasts.com/podcast/designing-in-the-wild/2026-09-30-how-to-do-better-design-research-with-jill-bohaboy-s3e02#t=150) Bohaboy's Career Path from Retail to Procter & Gamble
- [5:52](https://hardwarepodcasts.com/podcast/designing-in-the-wild/2026-09-30-how-to-do-better-design-research-with-jill-bohaboy-s3e02#t=352) Innovation Projects and White Space Exploration
- [8:13](https://hardwarepodcasts.com/podcast/designing-in-the-wild/2026-09-30-how-to-do-better-design-research-with-jill-bohaboy-s3e02#t=493) Build-It Sessions and Co-Creation Methodologies
- [14:40](https://hardwarepodcasts.com/podcast/designing-in-the-wild/2026-09-30-how-to-do-better-design-research-with-jill-bohaboy-s3e02#t=880) Observational Research and Compensating Behaviors
- [18:02](https://hardwarepodcasts.com/podcast/designing-in-the-wild/2026-09-30-how-to-do-better-design-research-with-jill-bohaboy-s3e02#t=1082) Qualitative vs. Quantitative Research Methods
- [24:47](https://hardwarepodcasts.com/podcast/designing-in-the-wild/2026-09-30-how-to-do-better-design-research-with-jill-bohaboy-s3e02#t=1487) Case Study: Deconstructing Diapers for Feature Analysis
- [34:52](https://hardwarepodcasts.com/podcast/designing-in-the-wild/2026-09-30-how-to-do-better-design-research-with-jill-bohaboy-s3e02#t=2092) Managing Bias and Using Consumer Language
- [41:29](https://hardwarepodcasts.com/podcast/designing-in-the-wild/2026-09-30-how-to-do-better-design-research-with-jill-bohaboy-s3e02#t=2489) Integrating Clients into the Research Process
- [46:50](https://hardwarepodcasts.com/podcast/designing-in-the-wild/2026-09-30-how-to-do-better-design-research-with-jill-bohaboy-s3e02#t=2810) Navigating Legal Guardrails and Claim Writing

## Topics

- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Industrial & consumer product design](https://hardwarepodcasts.com/topic/industrial-design)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)

## Most relevant to

early-stage companies

## Mentioned

- Trek Solutions (company)
- Procter and Gamble (company)
- Folgers Coffee Company (company)
- Baskin Robbins (company)
- Amazon (company)
- OXO (company)

## Related episodes from other shows

- [#143 Qualitative Consumer Insights: Sara Schor, Schor Insights & Strategy](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-05-21-143-qualitative-consumer-insights-sara-schor-schor-insights-strategy) (The Startup CPG Podcast)
- [Mining Customer Insights From Search Data w/ Derek Mabie](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2021-07-13-mining-customer-insights-from-search-data-w-derek-mabie) (The Manufacturing Executive)
- [077: Using Prospective Customers to Develop a Product](https://hardwarepodcasts.com/podcast/product-startup/2021-05-26-077-using-prospective-customers-to-develop-a-product) (Product Startup)
- [137: Customer Feedback at Physical Product Launches](https://hardwarepodcasts.com/podcast/product-startup/2022-08-17-137-customer-feedback-at-physical-product-launches) (Product Startup)
- [Customer Outsight: Learning What Actually Matters to Your Customers w/ Dave Loomis](https://hardwarepodcasts.com/podcast/the-manufacturing-executive/2023-10-24-customer-outsight-learning-what-actually-matters-to-your-customers-w-dave-loomis) (The Manufacturing Executive)

## Citing this page

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