Pushing
Nascent
User research has to be pushed onto the organization and to be convinced of its' value. This is a grassroots campaign working bottom up to leadership.
Time consuming and expensive
Little to no value - a distraction from shipping.
Pushing
Skeptical
The organization asks for user research activities fir deliverables but doesn't understand how to use research to guide product and design activities. User research is more often used to substantiate key product decisions rather than inform them
User research artifacts are another task that needs to meet completion.
Passive - Tactical Valuable only for and on completion of artifacts.
Push Strategy /
Pull Tactical
Opportunistic
A natural demand to be customer centric drives the value for user research methodologies.
Visceral outputs of research activities are expected, appreciated and leveraged. All value stops on tactical levels.
Active - Tactical
The velocity of user research being done at this phase creates an escape velocity to set the stage for strategic value.
Pulling
Vested
User research proactively informs CX and Product strategy. The value of user research is advocated top down.
User research helps us de-risk key decisions that inform product and design activities.
Proactive - Strategic & Tactical