I shouldn't be surprised that we're still fighting to prove the value of UX research. The writing was on the wall for a while, but we just didn’t want to see it. At least, I know I didn’t. I’m embarrassed to admit that I really should’ve been actively addressing this way back in 2006 when a stakeholder of one of my clients openly mocked my work and questioned my value. 

Let me paint the scene…

I was conducting a pilot user research interview, part dry run and part actual research, with a stakeholder who also happened to be a customer. Halfway through my interview with him, he looked at the Product Manager who hired me (and who was also observing) and said, “She’s good. There’s no way we could ask customers these questions ourselves.” Confused? This wasn’t a compliment. He said this in the most sarcastic and condescending tone possible complete with a dramatic eye roll while shaking his head. It was humiliating. And, I was so caught off guard that I didn’t know what to do or say at that moment. So, I gave a little nervous laugh and continued the interview.

UGH. I absolutely cringe every time I relive this moment in my head. What the actual fuck just happened and why didn’t I defend myself and my value?! Most importantly, why did this man feel he could say this to me? Well, the latter is a question for a different publication. What was painfully obvious, and what I later confirmed, is that the PM and this stakeholder were not in agreement at all about bringing me on as a consultant to conduct this research. 

“Why can’t we just talk to our own customers?” This was the real question the annoyed stakeholder wanted to ask. And, it’s extremely valid and important. It’s kinda funny looking back on it since democratizing UX research wasn’t even really a “thing” until around 2020. Like I said, the writing was on the wall.

It’s moments like this that I want to address here. I created this space because that stakeholder's question deserved an answer rather than the nervous laugh I gave in 2006. 

Why this exists

The scene I described earlier was just one example of a major issue that’s been facing our industry for more than 20 years… defending our value. Now, that challenge is even greater. We are not only defending the value of research itself, but also pushing back against AI moderators and fighting to ensure real participants are not replaced by synthetic users. Keeping humans in the loop, let alone an experienced researcher, is the new name of the game. I believe this is a moment that we have to seize; not to just better explain our value, but to demonstrate it. We must make ourselves indispensable to the organizations that hire us to improve their products and services and that’s what Making Research Matter is all about.

Here I'll explore how we can address the critical gap between what we learn and what actually gets acted on (i.e. the messy reality of turning insights into action). Because no matter how strong the insight, research only matters if something changes because of it.

What I’ll explore here

I'll write about methods that get past surface answers. About communication that actually moves stakeholders. About the working reality of doing this job today: AI, budget pressure, all of it. And I'll share drafts of chapters of the book I'm writing on projective techniques as they take shape, because I want your feedback on it before it's locked in.

I'm NOT going to write about generic best practices or sanitized advice detached from real-world practice. I want to do a deeper dive into what truly makes research meaningful… how we go from “That’s interesting.” to “We need to do something.”

If you want a deeper picture of what I'll be writing about, I've put together a fuller view here.

Why now

After 25+ years of experience, my perspective on a lot of things in this industry has evolved along with my desire to write and share more openly. Perhaps it’s my insane urge to rebel against all the AI slop out there but I truly feel our industry is at a crossroads and we need to address the important issues facing us rather than stick our heads in the sand - which I’m guilty of and has definitely contributed to us getting into this mess in the first place.

Your invitation

If you care about doing research well and about making it impossible to ignore, you're in the right place.