These slides provided the content for a seminar given by Rick Harris in November 2018 in the Sir Arthur Marshall Room, Engineering Design Centre, Cambridge University. It was aimed at supporting anyone seeking to design or conduct qualitative research studies that are customer, user or patient-centric. It focused on framing objectives that are truly user-centric, as well as demonstrating how to choose and engage stakeholders effectively, and the benefits that result from this. These slides also highlighted the value of presenting research findings in a more visual and dynamic way than is typical in traditional academia.