Hire me →
Open to UX research & behavioral science roles

I find out why users churn and what to do about it.

Hi, I'm Moniba Paracha — a behavioral scientist with a neuroscience brain and a product mindset. I run mixed-method research across AI, apps, healthcare and enterprise, then turn messy human behavior into decisions teams can actually ship.

See my case studies ↓ Get in touch
📍 Toronto / Remote, USA🧠 BSc Neuroscience, UofT🔬 160+ participants studied
Mixed methods ✦ Human × AI trust Data → decisions
For hiring managers

The 30-second TL;DR

Short on time? Here's what I bring, what I've delivered, and what I'm looking for.

Why I'm a strong hire

  1. I pick the method after the question. Interviews, experiments, surveys, EEG — whatever answers it best.
  2. I measure outcomes. Stress down 45%, decisions 20% faster, reporting time down 30%.
  3. I get buy-in. My work has secured Director-level sign-off and stopped a flawed launch.

Roles I'm looking for

UX ResearcherBehavioral ScientistMixed-Methods ResearcherData / Insights AnalystHuman-AI Interaction

Toronto / Remote, USA. Open to full-time roles in Toronto or remote with US teams.

−45%

user stress after redesigning BeReal's daily notification

3.1M

transactions with less manual work after my Pfizer research

160+

participants across five studies, from Gen Z users to older adults

Selected work

Five case studies, zero fluff

Every study answers the same nine questions, from the problem to what I'd do differently. Tap any card for the full story.

How I work

My research playbook

The same four steps run through every project, whether it's a Gen Z app or an EEG lab.

01

Frame the decision

Start with what the team needs to decide, then write the research question that informs it.

02

Pick the right mix

Qual for the why, quant for how much, experiments when it's causal. Recruit the people the decision affects.

03

Run it rigorously

Ethics, screening and protocol compliance, plus care for participants. Then synthesis that holds up to scrutiny.

04

Make it shippable

Prioritized recommendations, dashboards and annotated designs that stakeholders can approve and build.

Experience

Where I've done the work

Finance, pharma, a cognitive neuroscience lab and a consumer social app.

Toolbox

Methods & tools I use

Research
Mixed methodsUsability testingUser interviewsSurvey designThink-aloudBehavioral experimentsExperimental designA/B testingResearch synthesis
Analysis
Statistical analysisANOVAThematic analysisPythonSQLMATLAB
Tools
QualtricsFigmaPower BITableauExcelBESA 7.1BioSemi EEG
Nerd zone

Topics I can talk about for hours

Human–AI trustWhen people should and shouldn't rely on AI.
Cognitive loadHow much info is too much to decide well.
Decision-makingThe gap between what people say and do.
Attention & memoryWhat the brain does with what we see.
Education

BSc (Honours), Neuroscience & Cognitive Science · University of Toronto · Dec 2024

Certifications
Google UX Design Professional CertificateTCPS 2: CORE Research EthicsGood Clinical Practice (GCP)Microsoft AI-900
Let's talk

Got a user problem? I'm on it.

I'm looking for my next UX research or behavioral science role. Send me a note and I'll reply within a couple of days.

Email
moniba.paracha@alumni.utoronto.ca
LinkedIn
linkedin.com/in/moniba-paracha
Design portfolio
monibaparacha.figma.site