We partner with organizations of all sizes to design, develop, and grow their products for iOS, Android, and the web. This is our Research & Strategy Playbook.

We are thoughtbot. We have worked with hundreds of product teams all over the world, from individual founders who are self-funded, to large multinational organizations to design, develop, and grow their products.

Our user-first, design-led approach to generating qualitative and quantitative research is the foundation of all our work. These efforts allow us to build a deep understanding of your customers, business, and value proposition and make the best decisions for reaching your goals.

This playbook is a living document that highlights our strategy for supporting clients looking to reference a sound strategy for answering important questions and navigating the next steps based on quality information.

We will continue to add to this document and welcome a larger conversation to discuss how we might partner with your team.

Thank you for reading and best of luck!

  1. Customers
  2. Sparking Innovation
  3. Additional Resources


Customers are the lifeblood of your business and understanding their motivations, needs, and challenges ensure you can best serve them.

Having a deeper awareness of who they are, allows you to better speak to them, find them, and serve them through your services.

Whether you are a startup looking to identify your product market fit, or an established company looking to grow or pivot, the following use cases are common scenarios we help our clients navigate.

Sparking Innovation

Hoping to make innovation more than a buzzword or figure out how it fits within your organization? To us, innovation is challenging the norms, asking questions, and exploring or introducing something new. The best way to do that is with quality information to take action on.

Here are a few prompts our clients commonly come to us with when looking to explore a new idea or introduce innovation to their workflows and teams. A key part here is identifying steps to choose a path and getting started.

Additional Resources

A big part of who we are is sharing our learnings with others. We have quite a few services, resources, and freebies that we hope to provide you with continued support.

We've designed the following services for leaders looking to use research to drive change.

The following resources continue to share learnings, successes, and insights on an ongoing basis.

  • Purpose Built Entrepreneur Resource Center
  • Our blog covering topics on product management, design & development
  • Giant Robots, our podcast covering entrepreneurial success stories
  • Digital Transformation Consultation, if you want to discuss a potential project, pain point, or idea, these consultations allow you to connect with our team
  • Office Hours, free sessions to connect with one of our designers or developers

Talk to one of our product experts about building success into your process.