Why Business Stakeholders Overlook Your UX Research
A guide to relevant research
In an era of unprecedented digital innovation and competition, user experience (UX) research has become an indispensable asset for organizations aiming to offer customer-centric products or services. However, paradoxically, one might observe a pervasive indifference towards UX research in the business landscape. Understanding the roots of this indifference and devising strategies to counteract it are critical for researchers aiming to influence business decisions and strategies with their work.
The key reasons underpinning the disregard for UX research among business stakeholders can be broadly categorized into a lack of awareness, resource constraints, time pressures, and the perceived lack of tangible results.
Lack of Awareness: Most stakeholders are unfamiliar with the intricacies of UX research and its potential benefits. This is mainly due to UX research’s relatively recent evolution into a separate discipline, which has yet to seep into the business consciousness completely. A comprehensive and continual communication strategy is needed to elucidate the potential of UX research in enhancing business outcomes.
Resource Constraints: UX research often necessitates significant resources, including specialized skills, technologies, and time. Business stakeholders operating under tight budget constraints might deem these resources better allocated elsewhere, erroneously considering UX research as an expendable luxury rather than a critical necessity.
Time Pressures: The fast-paced nature of modern business environments prompts stakeholders to seek immediate solutions and quick wins. UX research, with its inherent requirement for careful planning, execution, and analysis, might seem ill-suited for this rapid pace, discouraging stakeholders from embracing it.
Perceived Lack of Tangible Results: UX research often contributes to strategic decision-making and long-term improvements, making its immediate impact less apparent. Business stakeholders typically focus on tangible, quantifiable results and may find it challenging to appreciate the subtler, less immediately tangible benefits of UX research.
To address these issues, UX researchers should consider the following strategies:
Advocate and Educate: Conduct workshops and training sessions to educate stakeholders about the importance and potential of UX research. Use concrete examples and case studies to illustrate the impact of UX research on business outcomes.
Prioritize and Tailor: Prioritize research that aligns with the business’s strategic goals and present your findings in a manner that is tailored to your audience. This involves understanding the concerns and interests of your stakeholders and communicating your research in terms they can relate to.
Collaborate: Include stakeholders in the UX research process, which can engender a sense of ownership and alleviate misgivings about resource allocation and time constraints.
Quantify and Highlight Impact: Make efforts to quantify the impact of your UX research. This can involve tracking changes in key performance indicators (KPIs) following the implementation of research findings and presenting these in a clear, compelling manner.
In conclusion, while the disregard for UX research among business stakeholders can be frustrating, it is not an insurmountable obstacle. Addressing this issue requires a proactive, patient, and strategic approach from UX researchers.
Be Persistent: The journey to recognition is often not a sprint but a marathon. Continue to deliver valuable insights, advocate for UX research, and over time, you will likely start to see a shift in attitudes.
Make Research Accessible: It is essential to ensure your research findings are not cloistered in jargon-laden reports. Instead, present your insights in a format that is easily digestible and meaningful to your stakeholders.
Involve Stakeholders Early and Often: Engage stakeholders in the process from the start. Make them feel part of the research by seeking their input and feedback. This involvement can increase their interest and buy-in, helping them understand the value and relevance of your work.
Demonstrate ROI: While some benefits of UX research may be qualitative, strive to demonstrate a clear return on investment (ROI) wherever possible. This could be increased customer retention, decreased support calls, or increased conversions. By tying your work back to the bottom line, you can illustrate its value in terms that matter to the business.
By utilizing these strategies, UX researchers can enhance the visibility and perceived value of their work, ensuring it is not just noticed but also acknowledged and acted upon by business stakeholders. This, in turn, will contribute towards the creation of superior products and services that meet and exceed user needs and expectations, underlining the business-critical nature of UX research. It is time for businesses to embrace UX research not as an optional extra but as an integral facet of strategic decision-making, product development, and customer satisfaction.
Remember, in the end, the goal of UX research is to improve the user’s experience, which invariably leads to enhanced business outcomes. It’s a win-win situation that businesses can’t afford to ignore.
