Master the craft. Get quality insights, use AI to amplify them.
We help organisations get the insights they need to make better decisions putting customers first and help teams build the research foundations to use AI well. Quality first.
We help organisations get the insights they need to make better decisions putting customers first and help teams build the research foundations to use AI well. Quality first.
Without strong foundations, AI doesn't help. It just speeds up bad research. We make sure the right questions get asked and the right methods get used.
Once the fundamentals are there, AI becomes genuinely powerful. We help teams use it for synthesis, faster pattern-finding, and sharper analysis — without losing the depth that makes insights trustworthy.
The right systems change everything. We help teams design research workflows, build AI agents, set up guardrails, and create the skills and structures that make quality research repeatable at scale.
We built Decoding Research because we believe good research should be more accessible — to any organisation trying to understand their users, and to anyone building a career in it. Right now that also means helping teams navigate AI: using it to go further, without losing the craft that makes insights worth acting on.
Co-founder
Currently User Research Manager at Vinted, where she also drives AI adoption and processes across the research team. Over 12 years across mobility, fintech, and consulting — building teams, shaping strategy, and helping organisations turn insights into decisions that stick.
LinkedIn ↗
Co-founder
Currently a UX Researcher at Skyscanner, where she's actively mastering AI as a research tool. With a background in psychology and education, she combines creative methods with sharp analytical thinking — and has built research practices from scratch across B2B and B2C products.
LinkedIn ↗For organisations
End-to-end UX research tailored to your product and timeline — from discovery to delivery. We design and run studies, synthesise findings, and make sure insights reach the people who need them.
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Hands-on sessions for product and research teams. We cover research fundamentals, methods, and how to run better studies — with or without AI tools.
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We help teams figure out where and how to bring AI into their research practice — building workflows that save time without sacrificing quality.
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Not sure where AI fits in your research practice? We come in, assess what's working and what's missing, and give you a clear, prioritised plan to get more from AI — without losing research quality.
Contact usFor individuals
A 40-minute session with Victoria or Maria. Bring a career question, a project you're stuck on, or a workflow you want to improve. We help you build the foundations to use AI well — and become a better researcher because of it.
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Whether you need research support for your team or you're growing as a researcher — we'd love to help. Just send us an email.
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