Raelin Sawka Musuraca is a researcher and strategist with more than 25 years of experience helping companies develop a deep understanding of their customers through human-centered research and design. Today, Raelin is Associate Teaching Professor in the Human-Computer Interaction Institute (HCII) at Carnegie Mellon University. Her goals are to help students build a strong methods-based foundation, develop critical thinking and empathic skills, and understand the drivers of business value, so that as professionals they can not only execute research in a manner that drives deeper behavioral and motivational understanding, but also clearly articulate the business value of that understanding.