58. Turning evidence into outcomes with Dr. Ari Zelmanow

How does a former detective turn his investigative skills into powerful UX research insights?

In this episode, I had the pleasure of chatting with Dr. Ari Zelmanow, a veteran UX researcher with a fascinating twist: he’s a former detective. Dr. Ari applies his investigative skills from his law enforcement days to the domain of UX research, offering a unique perspective on understanding user behaviors and needs.

During our conversation, Dr. Ari emphasized the importance of viewing a researcher as a detective, probing beneath the surface to uncover deeper insights. He highlighted the tendency of UX research to lean towards the academic and advocates for a more dynamic, proactive approach. Dr. Ari discussed the two types of researchers: those who merely present data and those who interpret it to provide valuable insights.

My favorite part of our discussion centered around Dr. Ari’s concept of transforming yourself and your team into news reporters to effectively communicate research findings. This method ensures that crucial insights don’t get lost in translation and reach the stakeholders effectively, when they need it, not after.

Dr. Ari’s insights offer a refreshing perspective on UX research, emphasizing the need for a timely, proactive, investigative approach to deliver impactful insights.

Topics:
05:23 – Researcher as detective
07:19 – UX research tends to be very academic
10:13 – Research teams should be proactive, not reactive
12:55 – There are two types of researchers
19:10 – Understand your level of certainty
20:49 – Know how to weigh your sources
30:15 – People won’t look at your report after some small amount of time
30:50 – Actively resurface your findings
32:42 – Deliver insights at the top of your deck
33:07 – Negotiating like a hostage negotiator
37:54 – Don’t bury the lead
44:32 – Give your audience what they need to know first. You can give them more later
51:29 – It’s not whether you take your team along for the ride, it’s how you take them
52:38 – Dealing with difficult stakeholders

Helpful Links:
• Connect with Dr. Ari on LinkedIn
• influentialresearcher.com

Dr. TAri Zelmanow
Head of UX Research @ Twilio and creator of the Influential Researcher Program

About Dr. Ari

A retired police detective, Dr. Ari now investigates human behavior related to shopping, buying, and digital products. With leadership roles at Twitter, Panasonic, and now Twilio, he’s on a mission to redefine the role of researchers in business. Through his Influential Researcher Program, Dr. Ari equips researchers with the skills to collect evidence like a detective, report insights like a news anchor, and broker outcomes like a hostage negotiator. He’s turning researchers into recession-resistant consultants who earn the money and respect they deserve.

Connect with Dr. Ari on LinkedIn

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