A company built on
understanding users

We love to understand what makes people tick. 

Our Story

We started Useristics with the core ideas of helping founders and professionals fall in love with their users, build empathy and hone intuition. We realized there’s no go-to source of information for understanding users.

Businesses have to reinvent the wheel, creating their own processes and playbook as they grow. Because understanding users is critical to a company’s long-term growth. That’s why Useristics exists.

Together, we have 55 years’ experience creating long-term, sustainable growth for businesses who need to achieve product-market fit or prepare for an IPO, and everything in between.

Our guiding principles

Actionable knowledge

We provide information that can be applied immediately.

Global focus

We’re world travelers and respectful of everyone.


We have a razor-sharp focus on creating value for users.

No jargon

Simple and clear explanations that come with rigor and experience.


We let data guide our conclusions, not opinions.

Curious & inquisitive

We’re guided by questions rather than assumptions.

Our team

Paul Harwood

Paul Harwood, Ph.D, is an expert in international market and user research. Today he conducts research for numerous brand-name tech companies, both large and small: from pre-seed startups to some of today’s most celebrated international unicorns.

Paul brings over 20 years of research and teaching experience to Useristics. He combines the rigor of academia with hands-on in-market commercial experience, as prior to his roles as Market Research Lead at Twitter and User Sentiment researcher at Facebook, Paul was an Associate Professor, and a Research Fellow at the Pew Internet and American Life Project. 

Paul is an accomplished educator and researcher. He is the co-author of Educating the First Digital Generation (2007), has had his work published in leading academic journals, and is the recipient of several research and teaching awards, but he’s happiest when he is halfway around the world conducting market and user research.

Tina Nayak

Tina is an international growth, product marketing, and brand expert for tech startups. She has 15 years of experience scaling businesses and teams based on proven marketing and execution frameworks in India, the EU and US. She’s worked in senior marketing and growth roles at Babbel and Preply in the EU and Twitter and Rentomojo in India. She has a strong focus on building data-driven marketing and growth teams. She founded and sold her first startup in 2013.

Tina works with ambitious leaders and their teams to bring together a strategic approach to solving growth problems across a variety of business models, such as Ed-tech marketplaces, subscription, sharing economy, and e-commerce, as well as mobile-first markets like India. She’s a startup person at heart and enjoys mentoring other founders at Techstars Berlin and Berlin Founders Fund.

Nishad Ramachandran

Nishad has been one of the early adopters in data-led marketing in India. Over three decades he has mastered the art of combining creativity and technology to drive business impact.

In his career he has worked with prestigious clients like HSBC, Asian Paints, Cadbury, Hyundai, Mahindra Auto, Manipal Hospitals, Axis Bank, Kotak Mahindra Bank, Raymond, Shoppers Stop, Walt Disney India, Kissan Foods, Kwality Walls, TNT Worldwide, Landmark Group, Club Mahindra Holidays, Spicejet Airlines.

Nishad has served as a jury member at the Cannes Festival of Creativity and has been honored as India’s best boss at the Times Jobs Annual Leadership Awards.

Key markets we have experience in


Australia, Indonesia, India, Japan, South Korea


France, Germany, Ireland, Italy, Netherlands, Spain, UK


Brazil & Mexico

North America

U.S. & Canada

Our international market


Indonesia,  India, Japan,
Singapore,  South Korea


France, Germany, Ireland, Italy, Netherlands, Spain, UK


Brazil & Mexico

North America

U.S. & Canada


“I initially hired Paul Harwood to help transition our Customer Insights team from telesales specialists to user researchers providing training on qualitative and quantitative methods but this grew into a broader knowledge share role as part of our company-wide promotion of iterative learning. Paul helped us better understand our users and core markets, and instilled an appreciation of the importance of listening to our customer’s voice.

I saw an immediate impact on the Customer Insights team’s performance in delivering high quality insights that were actionable for our product and marketing teams. Moreover, all Preply teams became more hands-on in terms of customer development. Today, Preplys' development and growth is much more human-centered. We wholeheartedly recommend Paul Harwood to everyone we know."
Kirill Bigai 
CEO and Co-Founder 
“Tina truly created our marketing strategy from scratch. As an accomplished Marketing professional, she led the development and execution of our marketing programs, PR, lead management, and all operations around marketing all independently. Tina is a great manager, her team has been the happiest and most cohesive at the company. I would love to work with Tina again in the future."
Valerie Wagoner
Head of APAC, Stripe.
(Previously: Twitter, Credit Karma)
"If you have an idea that you really believe in please gather your thoughts, assemble the best deck you can then immediately start iterating on it with Useristics. Paul and Tina helped look at our plan from various perspectives and approaches then really clarify the value we're adding to the world. The clarity has really motivated me to press on and has transformed it into a fundable business."
George Grant
Founder & CEO
Created with