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Summary
Market researchers and user researchers face similar pressures: their work is becoming increasingly democratized and gaining attention (and scrutiny) from their organizations' stakeholders. They're also converging upon each other, sharing methods and space in the funnel. Where should they draw the line between their practices, and where should they join forces? Jemma Ahmed, Head of Insights at Badoo, explores the growing intersection between user and market researchers.
Key Insights
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The lines between user research and market research are blurring due to shared methods and questions.
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User research is increasingly answering strategic business questions that were traditionally market research territory.
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Market research is adopting agile methods from user research to keep pace with fast-evolving needs.
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Understanding customer experience requires insights from both disciplines working in tandem.
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Tribalism within research teams can hinder effective collaboration; it's essential to foster a shared sense of purpose.
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Training and cross-pollination of methods between user and market researchers are needed to enhance team capabilities.
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Both fields are integrating behaviorally driven segmentation, moving away from traditional methods.
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Practical frameworks help harness insights from various research disciplines for comprehensive customer understanding.
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Research insights should focus on the customer experience, irrespective of the research branch they originate from.
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Community and collaboration are crucial in addressing the challenges and fears faced by both user and market researchers.
Notable Quotes
"Research disciplines are converging quickly due to external pressures and demands."
"User researchers are expanding their influence and answering bigger questions than before."
"Market research must adapt and become more agile to stay relevant in a data-driven world."
"We are all the sum of the whole; collaboration lets us leverage insights effectively."
"The industry's pressure on market research often stems from fear rather than solid ground."
"It's important to embrace discomfort and skepticism to foster understanding between disciplines."
"An Insight is an Insight; it doesn’t matter which method produced it."
"Effective user research often requires thoughtful blending with market research methods."
"We need to speak each other's languages in order to collaborate successfully."
"The convergence is a pure form of customer centricity, celebrating insights regardless of their origin."
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