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Summary
Despite our clear value in informing product and advocating for our customers, UX Research (UXR) tends to have a lot to prove within most companies. Whether it’s our value, knowledge, or definition, there are information-holes about UXR that need to be filled. Not only that, but we have a lot to share with the rest of our company. We want to be sure that our insights are heard. With zero marketing experience, I (alongside our Centralized Research Team) took a stab at rebranding and marketing our UX Research (UXR) team with sincere intention. Collecting lessons and dodging roadblocks along the way, we tested and evolved different methods set out to evangelize UX Research insights, share findings between teams, define and demystify UX Research and prove value for UXR throughout the company. What does that even look like? Molly will tell you.
Key Insights
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UX research marketing is essential for influencing company decisions and making research impactful.
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Defining and branding UX research helps in proving its value and collaborative potential.
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Creating one-pagers streamlines the communication of research insights across teams.
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Engagement activities, like internal radio shows, can successfully promote UX research within an organization.
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Tailoring communication to different audiences enhances the effectiveness of research presentations.
Notable Quotes
"UX research marketing is about intentional effective promotion and communication of who UX research is and what it does."
"If we haven't defined and branded ourselves, others will, and they could be wrong."
"Your hard work will be presented, but it might not go anywhere if you don’t communicate that information effectively."
"When you market what UX research does, you're able to prove and show your value and make your company smarter."
"Multipurpose communication means that the same insights should be tailored to fit different audiences and contexts."
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