The goal of this program is to apply mixed-methods research to solve business problems. Participants will learn about how to interpret the Voice of the Customer, analyze end user behavior, profile customer personas, and shape product development plans. To this end, a broad range of methodologies will be discussed, including qualitative primary research (interviews), quantitative primary research (surveys and experiments), and secondary research (synthesis of existing information). The workshops will aid people in academia or industry seeking research and managerial roles in consultant firms, market research companies, and growth strategy businesses.