A few months ago, during a Partio, the UX and Design team decided to do some guerrilla research. Here we are in our new lab coats.  Mine says “Hypothesist” – a title that Urban Dictionary thinks is real.

We got some great qualitative data watching our colleagues shopping on the Columbia.com and Sorel.com sites using their phones!  Those sessions generated some ideas that have helped the team make it easier to shop mobile on all of our brand sites.  Cost to us…. some discount lab coats.