We believe that the role of UX researchers is at an inflection point. Researchers are evolving from being conductors of studies and authors of reports to strategic product partners, and organizational change agents.
At the beginning of 2025 we heard a lot of fear that UX research and traditional research roles were disappearing because of democratization but we think what we're actually seeing is the evolution of those roles into something more powerful and more essential than ever before.
Traditional research operated on a service model: Teams submit requests, researchers conduct studies, insights get delivered, rinse and repeat. The researcher was the bottleneck through which all user understanding flowed. This model worked when product development moved slowly, when research questions were infrequent, and when user insights could be batched into quarterly releases.
Unfortunately this model fails in new, fast-paced product development where decisions happen daily, features ship continuously, and competitive advantage depends on rapid learning. The math just ain’t mathing: one researcher can't support 20 product team members making hundreds of decisions per quarter. Something has to change.
The Shift From Doing to Empowering
The best and most progressive research teams are transforming their model to one where researchers play a role more focused on empowering and enabling the teams they support to do more of their own research.
In this new model:
- Researchers enable teams to conduct studies
- Teams generate insights continuously
- Knowledge spreads throughout organization
- Research scales exponentially with systems
This isn't about researchers doing less, it's about achieving more through strategic democratization.
What does empowerment really look like?
One of the keys to empowerment is creating a self-service model for research, where anyone can run studies with some boundaries and infrastructure to help them do it successfully.
In this model, researchers can:
- Creating research templates teams can execute independently
- Choosing a research platform that offers easy recruitment options teams can self-serve (Optimal does that - read more here).
- Implementing easy tools that make basic research accessible regardless of users experience with running research
- Educating teams on which types of research and methods are best for which types of questions
- Creating some quality standards and review processes that make sense depending on the type of research being run and by which team
- Running workshops on research fundamentals and insight generation
If that enablement is set up effectively it allows researchers to focus on more strategic research initiatives and on: handling complex studies that require deep expertise connecting insights across products and teams, identifying organizational knowledge gaps and answering strategic questions that guide product direction.
Does this new model require different skills? Yes, and if you focus on building these skills now you’ll be well placed to be the strategic research partner your product and design teams need in 2026.
The researcher of 2026 needs different capabilities:
- Systems Thinking: Understanding how to scale research impact through infrastructure and processes, not just individual studies.
- Teaching & Coaching: Ability to transfer research skills to non-researchers effectively.
- Strategic Influence: Connecting user insights to business strategy and organizational priorities.
- Technology Fluency: Leveraging AI, automation, and research platforms to multiply impact.
- Change Management: Driving cultural transformation toward research-informed decision-making.
When it comes to research transformation like this, researchers know it needs to happen, but are also their own worst enemies. Some of the biggest pushback we hear is from researchers who are resistant to these changes because of fear it will reduce their value as well as a desire to maintain control over the quality and rigor around research. We’ve talked about how we think this transformation actually increases the value of researchers, but when it comes to concerns around quality control, let’s talk through some of the biggest concerns we hear below:
"They'll do it wrong": Yes, some team-conducted research will be imperfect. But imperfect research done today beats perfect research done never. Create quality frameworks and review processes rather than preventing action.
"I'll be less valuable": Actually, researchers become more valuable by enabling 50 decisions instead of informing 5. Strategic insight work is more impactful than routine execution.
"We'll lose control": Control is an illusion when most decisions happen without research anyway. Better to provide frameworks for good research than prevent any research from happening.
The future of research is here, and it’s a world where researchers are more strategic and valuable to businesses than ever before. For most businesses the shift toward research democratization is happening whether researchers want it to or not, and the best path forward is for researchers to embrace the change, and get ahead of it by intentionally shifting their role toward a more strategic research partnership, enabling the broader business to do more, better research. We can help with that.
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