PHILIP BURGESS

By Philip Burgess | UX Research Leader User interviews are a cornerstone of generative research. They help uncover user needs, motivations, and pain points that guide product development and design decisions. However, conducting interviews without a clear script can lead to scattered conversations and missed insights. A well-crafted user interview script template ensures consistency, depth, and relevance in every session. This post explains how to build an effective user inte

By Philip Burgess | UX Research Leader Creating a generative research plan can feel overwhelming without a clear roadmap. Yet, this type of research is essential for uncovering user needs, motivations, and behaviors before designing solutions. A well-crafted plan guides your team through the process, ensuring you gather meaningful insights that shape better products or services. This guide breaks down the steps to build a thorough generative research plan that delivers action

By Philip Burgess | UX Research Leader Understanding what drives people’s choices, behaviors, and needs often requires more than just surface-level data. Generative discovery research offers a powerful way to uncover deep insights by exploring unspoken motivations and hidden patterns. This approach helps researchers, designers, and product teams create solutions that truly resonate with users. Generative discovery research focuses on exploring unknowns rather than testing kno