#152 - The Future of Research in Three Trends with Jo Widawski of Maze

Erin and Carol are joined by Jo Widawski, founder and CEO of Maze, to discuss the major findings from their "Future of User Research" report, which unearthed three trends animating researchers, PMs, and founders alike: 1) the demand for research is growing, 2) research democratization empowers stronger decision making, and 3) new technology—like generative AI—allows teams to scale their research.

Erin, Carol, and Jo unpack each of these trends, flagging what they mean for both the work of researchers and the value of research more broadly. For example, these trends signal a rise in importance of the research generalist, the critical value of stakeholder influence, and the skills tomorrow's successful researcher must build today. Together, these trends and skills help create a roadmap for how researcher's can grow from a tactical resource to a strategic partner.

Episode Highlights

• 03:57 The nature of research in organizations
• 11:01 Transitioning researcher roles: from operational to educational
• 18:01 The importance of democratization in design
• 22:43 Overcoming resistance to research in design
• 30:25 AI's impact on user research trust
• 37:59 Understanding competitive landscape in building products

About Our Guest
Jo Widawksi is the Founder and CEO at Maze. He’s a veteran Product Designer & former UX teacher. As a UX lead working with clients like McKinsey, Rocket Internet & PSG, he saw first-hand how hard it is for product teams to get the data, insights, and feedback they need to make confident design decisions. Now he’s co-founded Maze, the continuous product discovery platform for user-centric teams.

More Resources

• Read the 2024 State of User Research Report (from UI)
• Read the Future of User Research Report (from Maze)
• Learn how to create stronger stakeholder relationships