“User Research” is a more prominent industry concept these days than it was maybe even 10 years ago. More companies have created full-time positions for “User Researcher” as a result. Why does it matter? In the age of data is the new gold, user research basically helps companies identify and collect user behavior data . Such data gives us power to make educated product design decisions. How many times have companies invested millions to develop products that no one wants? User research cannot guarantee product success, but surely will mitigate risks. Not all companies understand and appreciate user research the same way. It’s a common part of my unwritten job description to educate and advocate for different types of user research activities and why: from Fortune 500 to startups, especially with senior executives. It was very common on Day 1 when someone is “lower level” questioning the value of certain activities. But often in the long-run, the same person may one day ask ...