Jeff Sauro has had an amazing career. In addition to having a PhD in educational statistics and research methods, he’s worked at GE, Intuit, and Oracle. Jeff is probably best known though for his work at MeasuringU, the quantitative research firm he founded in 2004. As it says on their about page, they focus on “the statistical analysis of human behavior and quantifying the user experience.” When it comes to qual/quant research, Jeff is a leading voice in the community and in this episode we discuss what motivated this approach and speak a bit about how UX researchers could begin to incorporate this type of thinking into their practice, including How To Make Personas More Scientific.