"It's a debate I've been dragged into so many times, I've lost track: UX vs. Market Research? Qual vs. Quant? Who owns the insights? Who make the decisions? Who drives the strategy? Who makes the "real" impact? I've been a UX Researcher for over 20 years and my thinking is deeply rooted in building meaningful products and services that solve real human problems... (As opposed to fake problems... you know, the kinds of problems that we invent in order to justify the product we're building-alas, I digress)."
"After founding Amplinate, working across Big Tech and other industries, consulting with CEOs and Entrepreneurs, and most importantly, collaborating directly with one of the top business coaches in the world, Jay Abraham, I've come to a humbling conclusion about Research: It's not about methods. It's not about disciplines or roles. It's about making the Business money. That's the only way research becomes indispensable. And if we fail to do that? We become expendable."
UX Research and Market Research share the goal of understanding customers and positioning products and services to meet needs. The disciplines differ in methods and scope but overlap in purpose: uncovering customer insight to inform product design and market positioning. Research must prioritize business outcomes and revenue to be indispensable rather than expendable. Collaboration across disciplines removes turf wars and leverages both qualitative and quantitative strengths. Practitioners should align research with commercial objectives, communicate impact in business terms, and integrate findings into strategy and decision-making. Leaders should measure research by its contribution to growth and use it to drive prioritization.
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