Back to basics, or start from scratch?
Summary
Back to basics, or start from scratch? We’ve been bombarded with calls to reinvent, rethink, reframe, reconnect, redefine, reclaim, and even reckon with research over the past few years, and honestly, we thrive on it. But urgency, frustrations, and a rapidly changing world demand focus and action. Join Julie Norvaisas, Mina Jonsson, and Pert Eilers for an open, lively conversation about redefining purpose and value in 2025. They’re ditching abstractions in favor of action in this moment: quality, accountability, and community. Let’s get down to what truly matters. In this session, as we tie back to our conference themes of purpose and value, we’ll discuss: - Getting back to basics: How global shifts are driving a return to research fundamentals: quality, direct methods, and genuine connection. AI’s rise only amplifies this need. - Starting from scratch: We’ll challenge outdated narratives, redefine “impact” with practical techniques, and even provoke a fresh look at collaboration. Prepare to have your assumptions shaken. - Moving from “yes, and” to “yeah, but!” This isn’t a passive fireside chat. We want your “yeah, but” moments. Bring your perspectives, challenges, and even disagreements. Our goal is to create a dynamic dialogue about the future of research.
Key Insights
-
•
Curiosity remains the fundamental driving force and anchor for UX researchers despite evolving industry trends.
-
•
The core purpose of research—to improve human experiences—has not changed, though the methods to achieve it are in flux.
-
•
Traditional notions of rigor in research should be balanced with creativity and a focus on craft rather than rigid methods.
-
•
The words impact and influence are becoming buzzwords that lack clear meaning and may hinder genuine accountability.
-
•
Accountability across teams is more productive than focusing solely on researchers proving impact.
-
•
Collaboration is often misunderstood; true collaboration requires balanced power dynamics and active engagement.
-
•
The UX field is disproportionately burdened with justifying its value compared to other disciplines.
-
•
Old recruitment methods for research participants may no longer serve us, calling for fresh approaches to combating the crisis of access.
-
•
The community and relational trust within research teams are critical anchors in tumultuous times.
-
•
Reconsidering and explicitly defining often-used terms like collaboration, rigor, and impact can improve communication and outcomes.
Notable Quotes
"I think curiosity is what brought me into this in the first place and it’s our superpower."
"The purpose of research stays the same: connecting the people creating software to the humans using it."
"Rigor doesn’t mean rigid; there needs to be some creativity allowed there too."
"Impact and influence have become buzzwords with no real meaning; we need to focus on making a difference."
"We have to be each other’s cavalry right now — leaning into things for our own and each other’s sake."
"Collaboration often feels like a mask for entering an unequal relationship with partners."
"If the smartest person in the room always takes a certain role, then it’s not a learning culture."
"It’s irresponsible to keep our heads in the sand; we can’t ignore the noise and uncertainty around us."
"We need to add context to our conversations and take some power back when asked to prove impact."
"We must be explicit about what we mean when we say collaboration or rigor to avoid vague expectations."
Or choose a question:
More Videos
"It’s dangerous to believe everything AI says or to believe nothing. We must find a balance."
Tina WeisserWhen AI Agents Meet Reality. Service Design Lessons from a Pilot
February 26, 2026
"I don’t believe any group collaboratively keeps taxonomy tidy — you need a dedicated librarian."
Kate Towsey Jake BurghardtResearchOps AMA with Kate Towsey & Jake Burghardt
October 16, 2025
"We used design principles like look but don't copy, this is a calculator not a person, and no gamification to guide tough decisions."
Aras BilgenWho does the math: A designer’s journey in building an AI-based tutoring app
June 10, 2025
"AI can accelerate prioritization tasks, but the final judgment must come from humans who understand context."
Mark Interrante Harry MaxAI for Prioritization (3rd of 3 seminars)
July 11, 2024
"Offers of championship from leaders, like 'What do you need from me?' are strong signs of buy-in."
Megan BlockerA Selectively Scrappy Approach to ResearchOps
November 8, 2018
"Rank your information physically from most important to least important to gain clarity."
Bruce GillespieLearning from journalism: Balancing impactful communication with compassionate storytelling
March 13, 2025
"The conference is a single track, so everyone listens to the same content together, fostering community focus."
Rachael Dietkus, LCSW Victor Udoewa Jennifer StricklandEverything You Need to Know about the Civic Design 2022 Call for Presentations
May 17, 2022
"Recruiting can be tedious, but every interaction is a chance to show candidates you care."
Jackie Velasquez-RossTalent Acquisition and Our Responsibility
June 16, 2020
"There’s no half-assing it. If you want to be involved in developing solutions, you better have significant client exposure."
Jesse ZolnaInviting the Whole Org to Come See For Yourself
March 30, 2020
