Product teams are under constant pressure to deliver faster. When timelines shrink, user research is often the first thing cut, usually under the following assumption: “We already know our users.”
In reality, skipping user research rarely saves time. It simply shifts costs downstream into redesigns, low adoption, reduced engagement, and lost trust.
Industry data consistently proves this. Forrester’s Experience Index shows that teams integrating research early reach product–market fit faster and reduce rework. McKinsey links strong design and research maturity to long-term financial outperformance. When companies prioritize user research, the result is not just a more aesthetic product; it is a more effective one.
The Norm’s approach to user research
At The Norm, the digital experience agency within Coherent Solutions, user research is not about lengthy reports. We focus on structured curiosity to make data-driven product decisions. Effective research balances three dimensions: how users actually behave, what they say and value, and the broader market context influencing their choices.
In a fintech onboarding project, our research revealed that users didn’t struggle with the product’s interface, but with its complex legal language. We suggested a content revision that improved user activation within two sprints.
We use a simple internal formula:
User behavior + market insight + team experience = quality user research.
Strong outcomes emerge when at least two values are present, and exceptional outcomes occur when all three align.

Technology and user research
Modern user research is technology-driven, pragmatic, continuous, and evolving. Teams rely on rapid usability testing, contextual observation, analytics, and AI-assisted synthesis. AI accelerates pattern detection, while humans provide interpretation and judgment. Overall, technology in user research has reduced costs while increasing accessibility and offering deeper insights.
The ROI of user research
Skipping research creates predictable risks: stakeholder debates driven by opinion, unfocused design decisions, and engineering effort spent on low-impact features
In B2B environments, where workflows are complex and accountability is high, even small friction points can scale into major losses. Research grounds teams in how organizations actually work. User research is not a cost center; it is a risk-reduction strategy. In markets where speed is universal, understanding users is a true competitive advantage.
Read the full article from The Norm.