Evangelizing UX Research: How to Build a Culture that Values User Insights

Philip Burgess
Aug 14
3 min read

Updated: Aug 16

By Philip Burgess – UX Research Leader

UX research delivers the insights that shape intuitive, impactful products—but even the best research can go unused if the organization doesn’t understand or value it. That’s where evangelizing UX research comes in.

Evangelizing isn’t just “talking about research.” It’s a sustained effort to educate, inspire, and integrate UX research into decision-making so it becomes a natural part of the product development process.

Why Evangelism Matters

Increases awareness: Many stakeholders don’t know what UX research can do—or assume it’s just usability testing.
Builds trust: Regularly sharing successes demonstrates that research leads to better outcomes.
Secures resources: Clear ROI makes it easier to justify tools, budget, and headcount.
Improves adoption: When stakeholders understand and believe in research, they’re more likely to act on findings.

1. Know Your Audience

Evangelism starts with tailoring your message to the people you’re trying to influence:

Executives want to see business impact—ROI, retention rates, cost savings.
Product Managers need actionable, prioritizable insights to guide roadmaps.
Designers value detailed user behaviors and preferences.
Engineering teams respond to clarity in requirements and reduced rework.

The more you connect research to their goals, the more receptive they’ll be.

2. Make Research Visible

If your insights live in a shared folder no one opens, they’re invisible. Instead:

Hold regular readouts: Short, engaging sessions that focus on key findings and next steps.
Create digestible artifacts: Infographics, highlight reels, and one-page summaries.
Post findings in shared spaces: Slack, Confluence, Miro boards, or physical “research walls.”

Tip: Use storytelling to bring findings to life—pair quotes, images, and videos with your data.

3. Share Success Stories

Show how research made a tangible difference:

A usability test that led to a redesign and boosted conversions.
Customer feedback that uncovered a high-value feature idea.
A prototype test that saved months of development time.

Success stories turn abstract benefits into real, relatable wins.

4. Involve Stakeholders Early

One of the best ways to evangelize research is to let people experience it firsthand:

Invite them to observe user interviews or usability tests.
Give them a role—taking notes, asking questions, or reviewing prototypes.
Host co-creation workshops so they can help solve identified problems.

When stakeholders see and hear directly from users, they’re more likely to internalize the importance of research.

5. Speak the Language of the Business

Research resonates when it’s tied to metrics stakeholders care about:

Revenue growth
Customer retention
Time-to-market
Reduced support costs

Translate your insights into business outcomes rather than research jargon.

6. Build Consistent Branding for Research

Consistency reinforces credibility:

Develop a research template for presentations and reports.
Use a recognizable color scheme, logo, or intro slide.
Keep your process and deliverables professional, clear, and on-brand.

When research “looks official,” it’s easier for others to take it seriously.

7. Create Ongoing Education Opportunities

Make UX research part of the organizational knowledge base:

Host lunch-and-learns on research methods.
Share quick “Research Tips of the Month” in internal channels.
Build a research playbook anyone can reference.

The more accessible your knowledge, the more likely it is to spread.

8. Measure and Communicate Impact

Don’t just share findings—share the difference those findings made:

Show before-and-after metrics (conversion rates, error rates, NPS).
Quantify cost savings from avoided rework.
Track how often research influences roadmap priorities.

Tip: A quarterly “UX Research Impact Report” can reinforce the value of your work.

Final Thoughts

Evangelizing UX research is an ongoing investment in people, relationships, and communication. It’s about showing—not just telling—how research reduces risk, sparks innovation, and drives business success.

The goal isn’t just to make research “known.” It’s to make research essential—a habit that’s woven into your organization’s decision-making fabric.