PHILIP BURGESS

By Philip Burgess | UX Research Leader When I first started working in user experience, I was eager to quantify every insight I gathered. It seemed logical: if something is important, it should be measurable. But over time, I realized that not every UX insight fits neatly into a metric. Some insights lose their meaning or even mislead when forced into numbers. This post shares why some UX insights should remain qualitative and how turning them into metrics can sometimes do mo

By Philip Burgess | UX Research Leader When I first started working in user experience, I was eager to measure everything. I believed that turning every insight into a metric would help prove the value of UX work and guide product decisions. But over time, I learned that not all UX insights fit neatly into numbers. Some insights lose their meaning or even mislead when forced into metrics. This post shares why some UX insights should stay qualitative and how to decide what to

By Philip Burgess - UX Research Leader When organizations think about UX research, they often picture usability testing or surveys. But UX research is a much broader practice — and at its heart, it comes down to two complementary approaches: qualitative  and quantitative . Both types are essential. Qualitative research uncovers the “why”  behind user behavior, while quantitative research validates the “how much”  and “how often.”  Together, they give teams the insight needed

By Philip Burgess | UX Research Leader User experience (UX) research shapes how products and services meet real user needs. To design meaningful experiences, understanding users through research is essential. UX research splits into two main approaches: qualitative and quantitative. Each offers unique insights, and mastering both helps create well-rounded, user-centered designs. This post explores key techniques in qualitative and quantitative UX research, showing how to appl

By Philip Burgess | UX Research Leader User experience (UX) research often gets judged by numbers: conversion rates, task completion times, or customer satisfaction scores. While these metrics are useful, they don’t tell the whole story. The true impact of UX research goes deeper, shaping product decisions, team culture, and long-term business success in ways that numbers alone cannot capture. This post explores how to measure the influence of UX research beyond traditional m