Log in or create a free Rosenverse account to watch this video.
Log in Create free account100s of community videos are available to free members. Conference talks are generally available to Gold members.
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
-
•
User research is expanding upstream to answer strategic questions once solely owned by market research.
-
•
Market research is becoming more agile and embracing qualitative methods traditionally used in user research.
-
•
The lines between market and user research are blurring due to shared focus on customer experience and data-driven segmentation.
-
•
Brand is now viewed as what a company does, not just what it says, requiring research teams to connect brand into product and design.
-
•
Collaborative customer journey mapping combining focus groups and design sprints enables faster and richer insights.
-
•
Voice of the Customer frameworks that integrate analytics, market research, and user research insights help prioritize business decisions.
-
•
Researcher identity and cultural tribalism within organizations can create barriers to effective collaboration.
-
•
Cross-training in qualitative and quantitative methods varies by individual comfort and should be balanced with team diversity.
-
•
Understanding and respecting different research methods reduce skepticism and improve interdisciplinary teamwork.
-
•
New hybrid techniques, such as implicit association testing, blend behavioral science with traditional brand and user research.
Notable Quotes
"User researchers still feel like they’re in a precarious position and want to be part of the pack but they’re just not there yet."
"Market researchers have an air of arrogance like an old cat, confident and unbothered by disruption."
"User research is answering bigger questions now — not just if it works, but what we should build and who we should target."
"Market research can no longer afford to take six months with multiple waves; it has to be speedier and more agile now."
"Brand is not just what you say, it’s what you do — your product and design live and breathe the brand."
"Segmentation isn’t owned by market or user research anymore; it’s becoming data-driven and integrated across disciplines."
"The gap between market research and user research is narrowing; their methods and questions are converging."
"It really matters to researchers’ identities whether they see themselves as user or market researchers."
"We can’t expect all researchers to switch seamlessly across methods without training and time."
"Ultimately, we’re all here to help our companies care about the customer faster, no matter the tribe or method."
Dig deeper—ask the Rosenbot:
More Videos
"Do I find a way to make this conversation more about the software as scheduled or do I show Laura how to react to the unplanned?"
Randolph Duke IIWar Stories LIVE! Randy Duke II
March 30, 2020
"Build relationships before you need them. You can’t create them when the house is on fire."
Corey Nelson Amy SanteeLayoffs
November 15, 2022
"Statistical significance tells you if a change is likely not random, but it does not tell you if the change matters to your business."
Landon BarnesAre My Research Findings Actually Meaningful?
March 10, 2022
"Surprisingly, when nudging vaccines, consumers preferred seeing every eligible vaccine listed, even controversial ones like COVID-19."
Amy BucherHarnessing behavioral science to uncover deeper truths
March 12, 2025
"User intent exists in a probabilistic superposition of multiple possible actions until a choice is made."
David SternbergUncovering the hidden forces shaping user behavior
July 17, 2025
"If you dug deeper into feedback, you'd find ways to address issues without a big change."
Deanna SmithLeading Change with Confidence: Strategies for Optimizing Your Process
September 23, 2024
"Provocative prototypes provoke conversation and surface unspoken values."
Jennifer StricklandAdopting a "Design By" Method
December 9, 2021
"My path into design Ops was winding—I started as a professional ballet dancer before falling in love with academia and design."
Rachel Posman John CalhounA Closer Look at Team Ops and Product Ops (Two Sides of the DesignOps Coin)
November 19, 2020
"In large complex systems, the dots are scattered across silos and time zones, making progress feel elusive."
Gina MendoliaTherapists, Coaches, and Grandmas: Techniques for Service Design in Complex Systems
December 3, 2024
