Aiden Thurston

Led the Naughty Dog User Research (NDUR) team, managing internal research initiatives across multiple AAA narrative-driven titles from early concept to post-launch refinement. Designed and executed generative and evaluative studies —playtesting, usability testing, focus groups, accessibility testing, heuristic evaluations, interviews, surveys, and competitive analysis— providing insight into player motivations, engagement, and comprehension. Used qualitative and quantitative data from playtesting supported by telemetry tools, Tableau dashboards, and Qualtrics surveys to influence game direction, feature design, and overall player experience. Recruited, mentored, and managed researchers; partnered with directors, producers, designers, QA, and Sony UXR to define goals and integrate feedback into milestone planning and live iteration cycles. Delivered findings through compelling narratives and visualizations that align stakeholders and accelerate decision-making.