The events of recent months have only accelerated a trend in the Enterprise space: more people, with increasingly diverse professional backgrounds, are being asked to conduct research.

In a world where the number of designers consistently outweighs the number of researchers in teams, empowering designers to do bits of tactical research can seem like a good solution to ensure that no project lacks customer validation and insight. The question is: how do you start? What research activities make sense to “”delegate”” and which ones do not? Also, how can we ensure the quality and consistency of research across large, distributed, often international teams?

In this session, we’ll explore how quantitative research, through tools like Optimal Workshop’s, can be an accessible first step to scale up the research practice for diversified teams. We will also share advice and best practices on strategies to maximize the adoption of these techniques and the rollout out of tools supporting these research activities.

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Marketing has evolved. The once billboard-dominated industry has been consumed by our global transition to digital. Almost everything can now be done online, and with that has come huge changes. Not only are we spending our advertising dollars differently, we’re also building, developing, and iterating on our products and web experiences differently. Throw in the invention of another X – CX (Customer Experience), and we now have a world where lines are becoming more blurry as marketing teams move closer to product, design, and research teams.

In this session, we’ll talk about why UX and marketing need to be more aligned, what each area of expertise brings to the party and why there is a case for a new role, the “UX Marketer.” We’ll also explore what you think the key skills are for the modern day UX researcher and what they can learn from marketing.

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With the increasing number of teams working remotely, conducting research with customers face to face, has become an impossibility. We’re all now involved in a unique experience of navigating and adapting UX research in the current times. This includes COVID-safe research, remote testing tools and techniques, and virtual participant management. In this short session we’ll talk about how we at Optimal Workshop have seen the research world change and give participants a contextual demo of how Optimal Workshop Reframer tool is fit for the task.

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