If UX Research Can’t Show ROI, It Becomes Optional UX research doesn’t usually disappear overnight. It slowly becomes optional. The studies still happen.The insights are still shared.But the work stops influencing decisions. Budgets tighten. Timelines compress.And suddenly research is framed as “nice to have,” not “necessary.” This isn’t because leaders stopped caring about users.It ’s because they couldn’t see the return . ROI isn’t about dollars alone When people hear “ROI,