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
Market researchers and user researchers face similar pressures: their work is becoming increasingly democratized and gaining attention (and scrutiny) from their organizations' stakeholders. They're also converging upon each other, sharing methods and space in the funnel. Where should they draw the line between their practices, and where should they join forces? Jemma Ahmed, Head of Insights at Badoo, explores the growing intersection between user and market researchers.
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
"Take your cross-functional partners out to lunch. Build relationships because people don’t resist change; they resist what they don’t know."
Greg PetroffSoftware as Material—A Redux
June 6, 2023
"If only we could just get that seat at the table."
Brendan JarvisFraming Tomorrow by Questioning Today
June 8, 2022
"Put all product screenshots together to clearly show that different products look different and must feel like one company."
Prerna MakanawalaAchieving Balanced Design Consistency
June 9, 2021
"Shapers combine human and machine intelligence and amplify each other’s strengths."
Tricia WangFrom Users to Shapers of AI: The Future of Research
March 25, 2024
"Mastery is a core human motivator; people want to understand and feel competent in what they do."
Cheryl PlatzEmbrace Your Fun Factor: Game Development Best Practices for Product Design
January 9, 2026
"We want to deepen equity and care in how we work, who we do it with, and the output and impact it generates."
Ariel KennanTheme Two Intro
November 17, 2022
"Designers are the most insecure function in many companies because their role—to represent people's needs—is both critical and ambiguous."
Tricia WangThe most popular design thinking strategy is BS
January 27, 2022
"Every minute spent struggling with an IT system is a minute not spent delivering value for IBM and our clients."
Kristin WisnewskiMeasuring What Matters
October 23, 2019
"It’s not move fast and break things; it’s slow and steady."
Scott Jensen Sarah Delaney Carmen LiuShort Take #2: UX/Product Lessons from Your Industry Peers
December 6, 2022
