User Experience Research is here to stay: trends and new skills for practitioners in an ever-evolving scenario
In organizations, User Experience Research (UXR) has evolved into a strategic discipline that influences core business decisions. No longer confined to pre-launch validation, UXR now extends throughout the product lifecycle, continuously driving user-centered innovations and helping organizations balance short-term wins with long-term growth.
This discussion took place during the first day of the fifth edition of the Master in User Experience Psychology, where Gianluca Brugnoli, Head of UX Design and Research at TomTom, and Laura Licari, Head of Experience & Innovation at Publicis Sapient, explored key UX research trends, including UXR democratization, AI-driven processes, and tricks and tips for embedding research in organizations.
From Insights to Impact: UX Research in Product-Led Organizations — Gianluca Brugnoli
In product-led organizations, growth relies on creating products that users can easily discover, adopt, and scale on their own. But driving this growth requires more than good design — it demands continuous, actionable insights to refine the product at every step. Three key shifts in UX Research: democratizing research across teams, embedding continuous feedback into workflows, and using AI to speed up and enhance research efficiency.
- User Research Democratization: UXR is no longer a siloed discipline within design teams. By broadening access to research tools and insights across teams, organizations can scale the impact of research. Through structured frameworks, even non-researchers can collect valuable data, allowing core research teams to focus on complex and high-impact studies.
- Continuous Research: With product development now following iterative, agile processes, continuous research enables teams to gather user feedback and refine products on an ongoing basis. This method, supported by rapid synthesis techniques and embedded tools, reduces the need for major redesigns and allows businesses to detect issues early.
- AI-Powered Research: AI is reshaping UXR by automating tasks like transcription, synthesis, and data pattern recognition. This allows researchers to focus on interpreting results and deriving actionable insights, thereby accelerating time-to-impact for business decisions.
“As UX research becomes a cross-functional capability, it is essential to move beyond simply gathering insights and focus on delivering measurable impact. Effective researchers are not just methodical investigators, they are strategic facilitators who align research goals with business objectives and collaborate across disciplines to drive growth.” (G. Brugnoli)
The future of UXR lies in fostering organizational trust. Gathering data is only half the game — what matters is how you act on it. By staying flexible, collaborating across teams, and keeping research aligned with what the business cares about, UXR pros can turn ideas into impact. The key? Focus on what really moves the needle, tell a story with the data, and prove why listening to users is the secret weapon for long-term success.
Shaping a UXR Value Story— Laura Licari
Amplifying Research Impact in High-Velocity, Efficiency-Driven Organizational Environments
User research has become more embedded in organizations then ever, but achieving its full impact still requires more than just methodologies — it demands a balance of technical expertise and soft skills. Researchers must shape their role not only as methodical investigators but as strategic partners who understand business objectives, connect with stakeholders, and identify opportunities before they arise.
Beyond the Research Process: Winning Over Stakeholders
Working in consulting often involves navigating unique situations where hybrid skills — designers knowing research and researchers understanding design — are crucial. Convincing skeptical teams like marketing and strategy professionals can be tough. Unlike designers who naturally trust the process, those focused on metrics often dismiss qualitative insights. However, skipping context-rich research can result in limited and questionable outputs. The key lies in blending qualitative insights with quantitative data. By starting with small pilots that demonstrate measurable wins, researchers can build trust and credibility while showing how context adds value beyond numbers.
Breaking Free from Methodological Rigidity
One common mistake is being overly rigid with methodologies. Effective researchers know when to adapt — sometimes, cutting unnecessary steps is essential to quickly deliver meaningful insights. Instead of rigidly adhering to every research protocol, they focus on what is strategically best to achieve results. This flexibility ensures efficiency and builds stakeholder trust.
CRO vs. UXR: Why Both Matter, But in Balance
While Conversion Rate Optimization (CRO) focuses on immediate, measurable results like boosting conversion rates through quick tweaks, User Experience Research (UXR) offers sustainable growth by uncovering deeper motivations. CRO can drive short-term gains, but without deeper behavioral insights, businesses risk stagnation. UXR, on the other hand, fuels long-term innovation and growth, providing the foundation for strategic evolution and customer loyalty.
Practical Tips for Success in UXR (to present results)
- Understand the hidden requirements behind any stakeholder request.
- Present Results, not process, clean and concise presentation matters. Strip away irrelevant details and craft a compelling story where every section answers “so what?”
- Clean up your synthesis from any information that could be already known / that is irrelevant.
- Craft a story where every headline answers ‘so what?’ — put all the extra details in the appendix.
- Show before and after metrics and highlight uplifts clearly.
- Explain indexes and metrics in an easy and direct way.
“Ultimately, UX researchers who strategically communicate their insights with a business-driven focus will not only gain stakeholder trust but also transform user research into a core driver of organizational success.” (L. Licari)
If you are interested in these kind of insights follow our UX Talk organised by POLI.design’s Experience Design Academy. Follow us on LinkedIn and Instagram to be updated about the upcoming UX Talks, which are always open to the public.
Curated by Alice Paracolli
