In this session, we’re not just discussing UX Research as it is—but would it could be. Taylor Klassman, Director of UX Research at Dscout, will lead an interactive exploration of bold “What If?” scenarios that challenge assumptions and open new possibilities for the future of our field. Framed around the Four Pillars of Controlling Our Destiny—Purpose, People, Process, and Progress, this session will tackle the evolving role of research amidst shifting budgets, AI-driven automation, and the increasing speed of decision-making. Through engaging discussions and Miro usage, we’ll explore how UX researchers can adapt to external forces or take control of our future.

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.

Back to basics, or start from scratch?

We’ve been bombarded with calls to reinvent, rethink, reframe, reconnect, redefine, reclaim, and even reckon with research over the past few years, and honestly, we thrive on it. But urgency, frustrations, and a rapidly changing world demand focus and action.

Join Julie Norvaisas, Mina Jonsson, and Pert Eilers for an open, lively conversation about redefining purpose and value in 2025. They’re ditching abstractions in favor of action in this moment: quality, accountability, and community. Let’s get down to what truly matters.

In this session, as we tie back to our conference themes of purpose and value, we’ll discuss:

• Getting back to basics: How global shifts are driving a return to research fundamentals: quality, direct methods, and genuine connection. AI’s rise only amplifies this need.
• Starting from scratch: We’ll challenge outdated narratives, redefine “impact” with practical techniques, and even provoke a fresh look at collaboration. Prepare to have your assumptions shaken.
• Moving from “yes, and” to “yeah, but!” This isn’t a passive fireside chat. We want your “yeah, but” moments. Bring your perspectives, challenges, and even disagreements. Our goal is to create a dynamic dialogue about the future of research.