The history of UXR is a tapestry of diverse discussions and heated debates. We've grappled with fundamental questions about the necessity of UXR, weighed the merits of in-house teams against outsourced services, and championed sharing and archiving research insights. We've tackled the challenges of demonstrating our influence, ROI, and impact. Each of these has sparked its own steer, believers, and skeptics. The question of democratizing research is the latest chapter in this ongoing narrative.
Working and living in the San Francisco Bay Area for over a decade, at the beating heart of the tech industry's innovation hub, I admit: some of my best friends are "not researchers". Many of them, though, are passionate about building customer-centric products and practices. They view user insights as a precious commodity. In essence, everyone craves more research, recognizing its value in driving success.
This widespread demand for research has led me to a simple conclusion: if everyone needs it, everyone should have access to it.
Empowering non-researchers to conduct research is an ingenious solution to meet this growing need.
The UX field and research landscape have evolved dramatically over the past couple of decades. The questions of "What is it?" or "Do we even need it?" have been replaced by a widespread recognition of UX research's value. Organizations now showcase their customer-centric approach, proudly wearing the badges and waving the flags of their multi-method research teams.
While the need for research and its impact are a given, there is a growing emphasis on quantitative data and business impact. Debates questioning the type and the quality of research we are doing, and even the role of the researchers themselves. Calls for "more quantitative data”, "talking numbers" and "understanding the business" are increasingly common. Some argue for a seat at the table (if you can), while others advocate for "the right", more immediate-impact tactical research.
As user-centric design gains prominence, we researchers (always under-resourced, because there's never enough of us to answer all the questions…) often find ourselves in a paradoxical position:
Despite our crucial role, we're frequently seen as bottlenecks in the fast-paced product development cycle, dragons keeping their precious user-insights-treasures hidden. This perception has fueled the call for "research democratization" — empowering non-researchers to conduct research studies, while enabling wider access to research findings and insights.
The rise of AI and machine learning in UX tools adds fuel to this fire, offering faster, more efficient data analysis, but also raising questions about the role of human researchers in the process.
This is our opportunity, as UX researchers, to evolve. Rather than gatekeepers, we can become facilitators and educators, guiding our organizations towards more effective, user-centric practices.
By embracing research democratization and leveraging emerging technologies, we can expand our impact and cement our position as thought leaders in customer obsession.
Democratizing UX research, or enabling non-researchers to conduct studies, offers numerous benefits. It fosters a customer-centric culture by involving stakeholders directly in the research process, giving them a personal stake in understanding users. This involvement cultivates empathy across multi-functional teams and encourages collaboration. By distributing research responsibilities, we lighten the workload on our research colleagues, allowing them to focus their expertise on more complex, strategic initiatives. This shift not only reinforces the organization's customer-centric approach but also provides wider access to user insights. As a result, teams across the organization can make more informed, data-driven decisions.
By empowering non-researchers and redirecting our specialized talent to high-impact areas, we create an environment where user understanding becomes an integral part of the organization’s DNA.
However, it's important to note that democratization isn't without its challenges.
As we open up research to a broader audience, we must carefully consider how to maintain quality, ensure ethical standards, and manage the increased volume of research data effectively.
Democratizing research shifts part of our role as researchers from gatekeepers to quality assurance experts. While expanding research capabilities is crucial, maintaining high quality is equally important. The VISE model (Valid, Insightful, Sufficient, and Efficient) provides a simple yet effective framework for great research practices:
To build an effective People Who Do Research (PWDR) program without overloading researchers, consider these key components:
Implementing these elements ensures that research by non-researchers generates actionable, valid insights. Remember, democratized research should be as influential as research done by researchers: effectively presented, tracked against organizational goals, archived, and accessible for future use. Integrating democratized research into the Research team's key results is crucial for measuring its impact and success.
Related: 40+ free UX research templates for safe democratization
As the landscape of user research continues to evolve, we researchers find ourselves at an exciting crossroads. A wave of innovative tools is emerging, harnessing AI technologies to address the growing demand for more comprehensive, accessible research across organizations. More research.
These tools are not designed to replace us; rather, they empower us to enhance our work.
The rise of People Who Do Research (PWDR) and "templatized" research platforms signals an expansion of our field, not a contraction. These advancements are pushing us to elevate our craft, shifting our focus from tactical tasks to strategic insights. By reaching broader audiences and increasing our impact across multifunctional teams, we can offer more efficient research methods and embrace new technologies.
Far from rendering us obsolete, these developments are creating opportunities for us UX research professionals to become more strategic, more influential, and more integral to organizational decision-making. We are called to step into roles as facilitators, educators, and leaders — guiding how research is conducted, interpreted, and applied.
The future of UX research is not about survival, but about embracing changes, and thriving in a landscape of increasing complexity and opportunity.
Dana is a seasoned UX leader with over a decade of experience spanning early-stage startups to enterprise environments. Leveraging expertise in psychology, neuroscience, and UX design, she translates complex user behaviors into actionable product directions, guiding teams through market transformations such as the shift to hybrid work and AI Integrations. As a long-standing advocate for user-centered design, she empowers teams to conduct effective research, bridging diverse organizational needs and ensuring user insights are accessible to all stakeholders.
When not exploring the latest in UX research, Dana enjoys biking, Catch-Ball practice, being a coffee snob, and geeking out over dragons. 🐉
Feel free to connect on LinkedIn.
