This talk will explore how research can go beyond usability fixes to become a catalyst for long-term product and business strategy. We’ll:
- Discuss how we can combine different types of research and data to generate meaningful insights that not only inform but also shape product direction, drive market entry, and uncover emerging user trends.
- Address the vulnerabilities of research within organisations, acknowledging the frustration that can arise from seemingly “unactionable” insights.
- Consider how we can make research more actionable by aligning it with business goals and using it to create a competitive advantage.
Finally, we’ll dive into strategies for working with stakeholders and overcoming the most common objections to ensure research drives impactful decisions and becomes a trusted tool for strategic success.
Катя Мечева
Senior User Researcher, Financial Times
Katya is an experienced user researcher and strategist with deep expertise in using research to drive long-term product and business strategy. With a background in Sociology and extensive experience in marketing and political research, she brings a strong understanding of human behaviour and the ability to transform data into actionable recommendations that shape product direction, market entry, and business growth.
Passionate about integrating research across teams, she believes that research is never a one-person job. To be truly impactful, it must be aligned with a company’s business objectives and embraced by cross-functional teams. She has worked extensively with product, marketing, and leadership stakeholders to ensure that research plays a central role in strategic decision-making.