# Session title

Hourglass analysis: Flow between top-down and bottom-up thinking for better customer insights

## Session URL

https://webexpo.net/prague2026/sessions/hourglass-analysis-flow-between-top-down-and-bottom-up-thinking-for-better-customer-insights/

## Session Type

Conference Talk

## Talk Description

Break free from analysis paralysis. Hourglass Analysis is a pragmatic approach to qualitative data analysis that intentionally incorporates top-down (deductive) and bottom-up (inductive) thinking. Katherine will share a recent case study about how she has applied this framework to research on how Wise customers use the Swift network, which led to a mindset shift in how the team thought about Swift as an opportunity. We’ll explore how to leverage hypotheses, deep dive into data, when to apply AI tools to the hourglass, and how to know the right moment to “flip” the hourglass. You will walk away with a reliable and adaptable framework that can be applied to everything from in-depth customer interviews to team retros.

## Tags

Business & Growth, Design Thinking & UX, Research, Service Design & CX

## Session Focused on

Web Development: 0%, Design & UX: 100%, Marketing: 40%, Business: 60%

## Session Presenter

Katherine Corneilson

## Session Presenter Bio

Katherine is a Staff User Research at Wise, where she develops insights into the behaviours and emotions of people sending money across borders that empower teams to make user-centric decisions. Her work has spanned a variety of regulated industries, from her start working to evaluate medical devices for safety and effectiveness of use, to Insurance, Transport, DeathTech and now FinTech.

## Session Details

### Date

May 28, 2026 11:00 am

### Duration

40 Minutes

### Specific Location

Lucerna Cinema

### General Localtion

Lucerna Palace, Prague, Czech Republic