Summary
User research is more than answering questions—it’s about driving real business impact. But how do we ensure that our work doesn’t just inform but truly influences decision-making? Too often, research teams focus on the “research ask” without fully aligning with the deeper business need. In this session, Dr Nikki Smith, Experience Research Manager at Enterprise Mobility, will explore how experience researchers can act as the connective tissue between insights and action, ensuring that research isn’t just a function—but a strategic driver of business decisions. She’ll discuss how to build business thinking into research practice, collaborate across teams, and communicate impact in ways that resonate with stakeholders. Drawing on real-world experiences from Enterprise, she’ll cover how research teams can shift their role from reactive support to proactive leadership, ensuring their insights don’t just land but lead.
Key Insights
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Researchers often feel misunderstood and mishandled in organizations.
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Changing the perspective on outcomes can help researchers connect their work to business goals.
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It's important for researchers to articulate the questions they help answer for stakeholders.
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Demonstrating cross-functional partnerships enhances the perception of research's strategic value.
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Clear communication of complex data makes research insights more relatable to non-research stakeholders.
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Understanding organizational goals helps researchers align their work with broader business objectives.
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Regular reminders of how research addresses customer needs strengthens stakeholder engagement.
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Citing tangible outcomes can bolster the perceived value of research.
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Using narratives to simplify findings can make impacts clearer for executives.
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Researcher roles should be framed as strategic partners in decision-making processes.
Notable Quotes
"Knowing where you stand is the beginning of all wisdom."
"When you know yourself, you are empowered and invincible."
"Research is just a piece of the pie; we are not the whole solution."
"Our research can feel intangible, but the answers are there."
"The only thing harder than figuring out what you're going to do is figuring out why you're doing it."
"We are just too smart for our own good sometimes in presentations."
"Keep reminding stakeholders of the questions you help answer."
"You cannot start and end a project without the talent researchers bring."
"Our insights need to be customer-centric to create the greatest impact."
"Clear visuals and customer-centered narratives help bridge understanding."
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