I often think about pivotal moments that shaped my career as a user researcher and entrepreneur. A particularly memorable experience occurred during my time at Zillow. It was a conversation that radically changed my understanding of my role in research reporting. I discovered that my practice of including recommendations in reports—something I never, ever thought twice about—was not as common as I had assumed. This realization was a complete wake-up call! Coming into research from design, going beyond beyond basic data collection was second nature to me. In this conversation, I learned that this was not the standard approach for all researchers. I can honestly say I was floored.

Fast forward about seven years, it's clear that applied research has reached new highs and lows. On the high side, it's morphed from basic data collection to a crucial innovation and improvement driver. The field has substantially grown, not just in the number of researchers, variety of tools, and educational resources available, but in the expectations placed upon us.

I’ve been conducting research consistently for 12 years through ups and downs in the economy, layoffs, Covid, and more. IMO today’s stakeholders are not just looking for data; they seek recommendations that can drive decisions and expedite action. This evolution underscores the need for our field to level up.

Here’s why leveling up is crucial:

• Moving Beyond Observation: By including thoughtful recommendations, we transition from passive observers to active influencers, capable of shaping strategy and vision.

• Driving Decision-Making: Stakeholders rely on us for more than data, but for strategic guidance and clear directions that inform pivotal decisions.

• Fostering Collaboration: When recommendations are part of our deliverables, we promote dialogue and teamwork, which are essential for nurturing a culture of innovation.

• Elevating Impact: Our work does more than inform; it has the power to transform by influencing actions and outcomes significantly.

I urge all researchers to integrate recommendations in their reporting. I organize them into two buckets: short-term recommendations and long-term considerations.

This approach inspires dialog and action to drive meaningful change. By elevating our contributions, we can not only meet but exceed the growing expectations of our field and our stakeholders.