User research is more than answering questions—it’s about driving real business impact. But how do we ensure that our work doesn’t just inform but truly influences decision-making? Too often, research teams focus on the “research ask” without fully aligning with the deeper business need.

In this session, Dr Nikki Smith, Experience Research Manager at Enterprise Mobility, will explore how experience researchers can act as the connective tissue between insights and action, ensuring that research isn’t just a function—but a strategic driver of business decisions. She’ll discuss how to build business thinking into research practice, collaborate across teams, and communicate impact in ways that resonate with stakeholders. Drawing on real-world experiences from Enterprise, she’ll cover how research teams can shift their role from reactive support to proactive leadership, ensuring their insights don’t just land but lead.