WeTest.Athens 2026

UX research often does its job too well. Teams understand the findings, presentations are well received, and there is broad agreement on the conclusions. Then the roadmap is finalised and the research quietly disappears.


This talk explores why strong research so often fails to influence prioritisation and delivery, and what researchers can do differently to change that outcome. Based on real project experience, it looks beyond research methods to the organisational realities that shape decision making, including planning cycles, ownership boundaries, delivery pressure, and competing incentives.


The session focuses on how research can be designed and positioned to support difficult trade offs rather than ideal outcomes. It examines the importance of timing, stakeholder involvement, and how findings are framed when teams are making commitments, not just seeking understanding. Particular attention is given to the moments where research either becomes a reference point for decisions or is set aside as background context.


Attendees will leave with practical approaches for shaping research so that it remains visible and relevant when priorities are negotiated, budgets are constrained, and delivery plans are locked in. The aim is not to make research louder, but to make it harder to ignore.