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

In two decades of UX research, I’ve used every method in the book—interviews, usability testing, surveys, field studies, analytics reviews, card sorts, and more. I’ve worked with cutting-edge tools, followed detailed frameworks, and built structured processes to ensure quality. But here’s the truth: process doesn’t matter if you don’t put people first. I’ve seen brilliant research fall flat because the team didn’t trust the researcher. I’ve also seen bare-bones studies drive