Planning The User Research Pitch

Understanding the reasons behind why so many companies don’t have User Research as a standard activity in their organization

Say hello to Mr. Bob. Mr. Bob is a User Researcher with 3 years of experience. In the beginning, when he began his career Mr. Bob also worked as a User Experience Designer for 2 years. Now after 5 years of total working experience in the product sector Mr. Bob wanted to move back to his hometown and start his own User Research Consultancy. Mr. Bob believes that conducting User Research is the easy part of User Research. The tough part is making its impact visible to the people in an organization, specially the decision makers and to convince companies who are not into User Research to make it a standard practice in their organizations.

When he did some background research on companies in his hometown he could understand that there are so many local companies who are into software development, web development, and companies providing other services — don’t perform User Research. So before he starts his consultancy and prepares his User Research Pitch he plans to understand his potential customer's motivation, attitude, and current behavior when it comes to User Research. For this, he took them as his potential customers and conducted User Research on them whose insights will help him to categorize these companies into different archetypes based on their attitudes, behaviors, and motivations towards User Research. This would help him to target his customers more effectively by knowing exactly what they might need to get convinced of adapting User Research as a standard activity.

He writes them down:

Problem Statement

Many Companies don’t have User Research as a standard function/activity in their organizations.

Objective

To find out the underlying causes behind why these companies are not performing User Research and if they are at some level then, what is their motivation, behavior, and attitude towards User Research.

Purpose Statement

To use those underlying causes to build strategies to convince companies to make User Research a standard activity /function in their organization.