In the wild world of digital product development, UX research often feels like the unsung hero — everyone knows it’s important, but few understand what it actually entails. It’s like the Wi-Fi of the design world: essential for smooth operation but only noticed when it’s missing. Unfortunately, misconceptions about UX research are as common as cat videos on the internet. So, let’s set the record straight and debunk some of the most persistent myths.

Myth 1: UX Research Is Just Talking to Users

Ah, the good old “We’ll just ask my tech-savvy nephew what he thinks about our app.” Spoiler alert: That’s like asking your cat for stock market advice — cute, but not exactly insightful.

Yes, talking to users is a part of UX research, but it’s far from the whole story. Real UX research is a rich mix of methods, including usability testing, ethnographic studies, A/B testing, eye-tracking, surveys, and more. It’s not just about hearing what users say; it’s about observing what they do, understanding why they do it, and figuring out how to make their experience better. So, if you think a casual chat with your cousin qualifies as UX research, you might want to reconsider.

Myth 2: UX Research Is Too Expensive

This myth is like refusing to buy a life jacket because you’re saving for a yacht. Sure, you’ll save some money now, but you’re likely to regret it later when you’re waist-deep in problems.

While UX research does require an investment, it’s one that pays off — big time. According to a study by Forrester, every dollar invested in UX can bring $100 in return. That’s a 9,900% ROI! So the next time someone says, “We can’t afford UX research,” remind them that they’re actually saying, “We’d rather pay more to fix our mistakes later.”

Myth 3: We Already Know What Our Users Want

This myth is the business equivalent of “I don’t need directions; I know a shortcut.” Sure, you might get there eventually, but you’re probably going to hit a few potholes along the way — or drive off a cliff.

Many companies believe they have an inherent understanding of their users’ needs. However, unless you’re a mind-reader or a time traveler, chances are you’re missing some key insights. Users’ needs and preferences evolve, and assuming you know what they want without proper research is like trying to predict the weather with a Magic 8-Ball — possible, but not reliable.

Example: Remember New Coke? In 1985, Coca-Cola decided to reformulate its classic soda, thinking they knew what users wanted. Despite positive taste tests, they didn’t account for the deep emotional connection people had with the original formula. The backlash was so intense that New Coke was pulled from shelves in just 79 days. Oops.

Myth 4: UX Research Is Only for New Products

This myth is like thinking you only need to exercise if you’re training for a marathon. Just as regular exercise keeps you healthy, ongoing UX research keeps your product in top shape.

Even established products need regular UX check-ins. User behaviors and expectations shift over time, and what worked last year might not work today. Continuous UX research ensures that your product evolves with your users, rather than being left behind like an outdated meme.

Example: Facebook (or Meta, if you prefer) is constantly updating its platform based on UX research. Whether it’s tweaking the news feed or introducing new features like Reels, ongoing UX research helps Facebook stay relevant and user-friendly. Without it, they could easily become the next MySpace.

Myth 5: We Don’t Have Time for UX Research

This myth is like skipping sleep to get more done — you might gain a few hours today, but you’ll pay for it tomorrow with mistakes, missed opportunities, and a product that nobody enjoys using.

Skipping UX research to speed up a project is a classic case of short-term gain, long-term pain. Investing time upfront to understand your users saves you time down the line by avoiding costly redesigns, patches, and user churn.

Conclusion: Don’t Fall for the Myths — Embrace UX Research

UX research isn’t just a “nice-to-have” — it’s a “must-have” for any company serious about creating products that users love. It’s not just about talking to users, it’s not too expensive, and it’s certainly not a waste of time. So, the next time you hear one of these myths, remember: UX research is your best friend, not some optional extra.

Invest in it, and it will pay off — probably in ways you can’t even imagine right now. And if you’re feeling overwhelmed or unsure where to start, I’m here to help. Whether you’re just dipping your toes into UX research or looking to optimize your current processes, I’m available for mentoring or consulting. Let’s work together to make your product something your users can’t live without!

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Feel free to connect with me here on LinkedIn, and let’s chat about how we can make your UX research efforts as effective and enjoyable as possible!