Katie Elfering has built her entire career around asking questions. In over 15 years of professional experience as a researcher, she has focused on understanding the “why” behind the “what,” using those insights to make sense of human behavior and advising leading brands (like Google, Apple, LEGO, Coca-Cola, and Disney, among others) on how to understand human behaviors, needs, and emotions. Her goal is to use research to help companies create products, services, and experiences that align with core human values in our ever-changing world. At Microsoft, Katie is a Senior Design Researcher, focused on research that explores engagement, ethics, bias, trust, and bringing humanity into technology.