Summary
Characteristics like race, ethnicity, gender, and disability status can have a significant impact on how we experience the world, and how the world experiences us. In UX research, diversity is the first thing to vanish from the recruit when the going gets tough; I will talk about what we miss when that happens, and what researchers can do about it in their own practice. This presentation will demonstrate why a diverse recruit is imperative for a strong user research study, provide examples of what we miss when the recruit is homogeneous, and offering tactics for addressing the issue.
Key Insights
-
•
Researchers often undervalue race, ethnicity, gender, and sex in recruitment compared to other demographic criteria like age and location.
-
•
Homogeneous recruitment pools are usually predominantly white, cisgender, and economically middle class, limiting representativeness.
-
•
Ignoring demographic diversity risks reinforcing dominant cultural perspectives and missing key user needs and experiences.
-
•
Demographics such as race and gender significantly shape lived experiences and thus influence how users interact with products and services.
-
•
Specific and non-flexible demographic quotas improve success in recruiting diverse participants from third-party recruiters.
-
•
Recruiters often treat demographic criteria as optional, requiring pushback and clear communication to prioritize diversity.
-
•
Diverse research teams help identify recruitment barriers and blind spots that homogeneous teams may overlook.
-
•
Recruitment strategies must extend beyond familiar networks and include culturally appropriate outreach to marginalized communities.
-
•
Even when diversity isn’t the study focus, recruiting representative participants can surface critical differences in experience.
-
•
Overrepresenting marginalized groups in samples can compensate for historical overrepresentation of dominant groups and reveal nuanced insights.
Notable Quotes
"If we just decide to ignore demographics we're missing huge swaths of the participant experience and an opportunity to better serve our users."
"Demographic criteria is generally considered less important compared to project-specific or contextual criteria in recruitment."
"The viruses don't discriminate based on race, but our healthcare system does."
"We often center the point of view of dominant demographics and ignore the needs of those we never speak to."
"Recruiters have become conditioned to treat demographic criteria as flexible or optional, and I want to say they shouldn't be."
"If seeing a diverse participant pool is important to you, it's your responsibility to make sure your recruiters use it as a priority."
"We can't say with certainty what needs or pain points we missed when our recruits weren't demographically diverse."
"Age carries with it obvious visible differences and lived experience, while race often involves less visible but equally impactful structures."
"The best we do should be open to improvement and evolution to better serve clients' target audiences."
"When you have findings that serve smaller populations, it often tends to serve the broader population as well."
Or choose a question:
More Videos
"Creative constraints can actually bring out the most creative solutions."
Nick LewisDesigning and building low-carbon websites independently
November 18, 2025
"Being data informed is not data driven—blindly following data can kill you, like the Challenger explosion."
Adam ThomasSurvival Metrics – Making Change in a Fast, Data-Informed, and Politically Safe Way
December 6, 2022
"Slowing down research creates equitable spaces where minority and marginalized voices can be meaningfully included."
Megan Blocker Amy Bucher Katie Hansen Ricardo Martins Nidhi Singh RathoreDay 2 Theme Panel
March 12, 2025
"Cultural narratives often depict women’s indulgence as submissive and emotional, masking other values like determination."
Dr. Jamika D. Burge Mansi GuptaAdvancing the Inclusion of Womxn in Research Practices
September 15, 2022
"My definition of service design is dancing with needs and value."
Tamara KartoziiaThink global, adapt local: how service design accelerated B2B market entry by 6 months
November 20, 2025
"Don’t tell government teams you’re using design thinking—use their language and let them experience it first."
Steve ChaparroBringing Into Alignment Brand, Culture and Space
August 13, 2020
"Paper prototyping was the original scrappy; low fidelity tools produce different responses than high fidelity."
Steve PortigalLooking Back…to Look Ahead
March 26, 2024
"We cannot ignore the ethical implications that come with the power of AI."
Vincent BrathwaiteOpener: Past, Present, and Future—Closing the Racial Divide in Design Teams
October 22, 2020
"UXPin is a full-stack platform that bridges the gap between design and development disciplines."
Jack BeharHow to Build Prototypes that Behave like an End-Product
December 6, 2022
