Measuring the Impact of UX Research: Beyond the Metrics

By Philip Burgess – UX Research Leader

UX research is often the quiet force behind great products—shaping decisions, reducing risk, and elevating user experiences. But how do we measure its true impact when traditional metrics like CSAT and NPS barely scratch the surface?

This post explores how to move beyond surface-level indicators and capture the deeper, strategic value of UX research.

The Limits of Traditional Metrics

Customer Satisfaction (CSAT) and Net Promoter Score (NPS) are useful, but they’re not enough. They:

• Reflect sentiment, not causality

• Miss the “why” behind user behavior

• Can be skewed by external factors (e.g., marketing, pricing)

These metrics offer snapshots, not stories. To truly measure UX research impact, we need a multi-dimensional lens.

A Multi-Level Framework for Measuring Impact

Inspired by Karin den Bouwmeester’s model, UX research impact can be assessed across three levels:

1. Outcomes: What Value Are We Creating?

• Business Value: Are we reducing risk, increasing retention, or improving ROI?

• User Value: Are we improving accessibility, satisfaction, and task success?

• Societal Value: Are we designing ethically, inclusively, and sustainably?

2. Organizational Influence: Are We Driving Change?

• Decision Impact: Are insights shaping roadmaps and strategies?

• Stakeholder Engagement: Are teams observing research, asking questions, and requesting studies?

3. Research Practice: Are We Building a Strong Foundation?

• Operations: Are processes, tools, and infrastructure supporting scalable research?

• Activities: Are we balancing discovery and evaluative work? Is research embedded in the product lifecycle?

Alternative Ways to Measure Impact

Beyond frameworks, here are practical methods to track influence:

• Proxy Metrics: Count research-driven product improvements or reductions in support tickets.

• Qualitative Evidence: Capture stakeholder quotes, decision changes, and user stories.

• Business Alignment: Tie research outcomes to KPIs like retention, conversion, or risk mitigation.

As Victoria Sosik puts it: “Impact is when the knowledge generated by UX research influences another person, organization, product, or strategy”.

Building an Impact-Driven Culture

To embed impact in your team’s DNA:

• Create an impact repository to track outcomes and decisions

• Share case studies internally to highlight wins

• Align with organizational goals early in the research process

• Celebrate small wins—even a single insight that changes a roadmap matters

Final Thoughts

Measuring UX research impact isn’t about proving worth—it’s about amplifying it. When we move beyond metrics and embrace influence, we unlock the full potential of research to shape better products, stronger teams, and more meaningful experiences.

Let’s stop chasing numbers and start telling stories of change.