UX research director Sarah Rink’s career has been a model of adaptability. Now heading up our Design Research team, Sarah started out as a journalist, covering everything from economics to elections in her native Brazil. Europe beckoned in the mid-noughties as the digital conversation was hotting up, and Sarah realized something – she could use her natural urge to question everything and help companies make better decisions by understanding people’s behavior and motivations. Politics and prototypes might seem poles apart, but Sarah showed great adaptability to transfer the core thread of asking incisive questions from one industry to another. We’re proud to have her as part of the team and as such a great example of Adaptive advantage.