Qual Research & Global Ethnography

The human depth behind better decisions.

Reaching the why that numbers can’t.

Remote · Worldwide

The problems worth solving.

There is more data on people than ever, yet less real understanding of them.

By the time a behavior is obvious enough to measure, the advantage of seeing it has passed.

Too much gets built for a person who lives in a deck, not in the world.

Often, what matters most is what a survey can't reach.

Research too often confirms what is already believed, when its job is to unsettle it.

My work is spending real time with people, getting past the surface, to the reasoning underneath, and alchemizing that into strategy that holds up.

I offer senior research and strategy, rooted in the human sciences, for brand and products teams.

Book a discovery call
Explore offerings 
Trusted by

Selected work

What Clients say

  • "Ieva has a certainty to her approach to research that shows how well she knows this craft. She starts with the macro and micro and gets at what matters between the two."

    —Andrea Lewis, Global Director, Adidas

  • "Observing her in the interviews - mastercall. She is an exceptional active listener, which helped people to open up, she picked up on the smallest of details, and drilled down to ensure that we understand user needs as well as possible."

    —Lukas Jablonskas, Product Leadership, Vinted

  • "Ieva played a key role in helping us deepen our understanding of users across multiple markets and products. Her research brought valuable strategic insights into customer behaviour, motivations, pain points, and opportunities."

    —Alisa Bulybenko, VP Growth, TransferGo

Let’s make sense of it.

One chat. A lot more clarity.

Book a discovery call

Or email me directly at hello@ievadominaite.com