PHILIP BURGESS

By Philip Burgess | UX Research Leader I’ve spent years working in UX research, and one thing I’ve learned is that not all research methods are created equal. Sometimes, the very tools we rely on to understand users can give us a misleading sense of certainty. This false confidence can lead teams down the wrong path, wasting time and resources on solutions that don’t actually meet user needs. In this post, I want to share my experience with how certain UX research methods can

By Philip Burgess | UX Research Leader In business and decision-making, it’s easy to assume that gathering more research automatically leads to better strategies. The idea seems logical: the more information you have, the smarter your choices will be. Yet, in practice, this is not always true. Sometimes, an overload of data can cloud judgment, delay action, and even lead to poor decisions. Understanding why more research doesn’t always improve strategy can help leaders and te