In Stage 1, you’ll learn to align your research with critical business objectives, using advanced frameworks that position your insights as indispensable, through:

1. Objective-driven research foundations: Learn to tie research directly to business goals with North Star Metrics and Objective-Centric Research methods, making your work invaluable to decision-makers

2. Behavioral economics in UX research: Discover how to leverage cognitive biases and nudge theory to drive user behavior in ways that impact key business KPIs

3. Strategic influence through category research: Position your product as a leader in its market category, learning how to map competitors and identify gaps your product can uniquely fill

Outcomes:

• Create research aligned with North Star metrics that are essential to business success

• Implement behavioral “nudges” that increase user engagement and impact KPIs

• Draft a category research report positioning your product uniquely within the market

• Become the researcher who connects research directly to business strategy, earning trust and visibility across departments

• Bring fresh, strategic insights that shape product positioning and support long-term growth.

Stage 2 takes you beyond traditional research to category mastery. Here, you’ll learn the art of Category Research – positioning your product as the leader of a distinct, valuable market category.

1. Foundations of category research and market mapping: Understand and map your product’s market landscape, defining whitespace opportunities to position your product strategically

2. Creating and communicating unique differentiators: Develop clear differentiators and a Unique Selling Proposition (USP) that aligns with both user needs and business priorities

3. Customer perception mapping and insights: Map customer perceptions of your category, identifying opportunities to shift the narrative in your product’s favor

4. Defining and owning a category with category research principles: Learn to create a compelling narrative that positions your product as the go-to solution, effectively owning your category

5. Measuring category success and impact: Track category growth and impact with metrics that reflect how your positioning drives brand recognition, preference, and adoption

Outcomes:

• Map competitors and identify gaps, showing how your product fits within or redefines the market

• Create a unique, compelling USP backed by data, differentiating your product

• Produce a perception map to understand customer views and refine your strategy

• Identify new growth opportunities and influences product direction with confidence

•  Be recognized as the researcher who bridges customer needs with business strategy, guiding your company in capturing customer loyalty

• Play a central role in defining your product’s identity and positioning, making you an invaluable resource in every strategic discussion

• Gain the ability to measure and showcase the long-term impact of your research, proving the ROI of research and strengthening your influence

In Stage 3, you’ll learn advanced techniques for crafting compelling business cases, building long-term research roadmaps, and presenting insights that shape major decisions through:

1. Creating business cases for research with the strategic decision framework. Master the Problem-Opportunity Impact Framework to present research as a strategic investment with clear financial and market returns

2. Research roadmapping with scenario planning. Create flexible, long-term research plans using Scenario Planning to ensure your insights remain relevant as business needs evolve

3. Advanced data storytelling and presentation skills. Learn storytelling techniques that capture executive attention, presenting insights in ways that drive real decisions.

Outcomes:

• Build a research business case demonstrating ROI, saving or generating revenue

• Develop a flexible research roadmap that adapts to business changes and future scenarios

• Craft presentations using the Pyramid Principle, ensuring every insight resonates with stakeholders

• Proactively plan for the future, providing insights that evolve alongside business needs and keeping you indispensable in the long term.

• Transform into the researcher who presents findings with clarity, confidence, and authority, making every insight memorable and actionable

Gain skills that elevate you from a tactical researcher to a strategic leader, increasing your value and opening up new career paths

Through this membership, you won’t just be a better researcher. You’ll be equipped with the skills to:

1. Become the strategic research leader in your organization, transforming research from “just data” to insights that influence high-level decisions.

2. Shape your product’s market category with category design principles, defining a unique space in the market that positions your product as essential.

3. Measure and prove the ROI of research with frameworks and metrics that show how your work drives revenue, customer loyalty, and product adoption.