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.
Bringing together market and user research
Summary
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."
Or choose a question:
More Videos
"Going from 100 to 200 people, suddenly product managers started hearing from a dozen people a week with conflicting requests."
Shipra KayanHow we Built a VoC (Voice of the Customer) Practice at Upwork from the Ground Up
September 30, 2021
"Most categories are fuzzy; there’s no clear boundary between what’s in or out."
Peter MorvilleThe Architecture of Understanding
May 13, 2015
"I was going to use everything that I had experienced, all the skills, all the successes, and become my own superpower."
Renee ReidBecoming a ResearchH.E.R (Highly Enterprise Ready)
June 3, 2019
"For some users, AI products are not just tools, they are relationships."
Dane DeSutterKeeping the Body in Mind: What Gestures and Embodied Actions Tell You That Users May Not
March 26, 2024
"Confidence is critical in online shopping because nobody wants to spend money they’re unsure about losing due to unclear controls."
Sam ProulxOnline Shopping: Designing an Accessible Experience
October 3, 2023
"Sometimes vocal feedback reveals problems that digital behavior can’t see—like offline factors affecting perception."
Andrew Custage Michael MallettThe Digital Journey: Research on Consumer Frustration and Loyalty
March 29, 2023
"Facilitation is part setting the stage and part performing on it."
Shelby SwitzerMaking Space for Community Knowledge-sharing in a Distributed World
December 10, 2021
"If we want our value to be defined as anything other than studies run, we must learn how to trace and articulate the actual business impact."
Llewyn PaineCoexisting with AI: A practical guide for researchers to navigate tools, ethics, and integration
March 11, 2025
"A living systems lens urges us to see wholes, holes, and interdependent relationships in organizations."
Robin BeersNavigating organizational systems: Rethinking researcher’s role in driving change
March 13, 2025
