It's Our Research

It's Our Research

Getting Stakeholder Buy-in for User Experience Research Projects

1st Edition - March 19, 2012

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  • Author: Tomer Sharon
  • eBook ISBN: 9780123851314
  • Paperback ISBN: 9780123851307

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It’s Our Research: Getting Stakeholder Buy-in for User Experience Research Projects discusses frameworks, strategies, and techniques for working with stakeholders of user experience (UX) research in a way that ensures their buy-in. This book consists of six chapters arranged according to the different stages of research projects. Topics discussed include the different roles of business, engineering, and user-experience stakeholders; identification of research opportunities by developing empathy with stakeholders; and planning UX research with stakeholders. The book also offers ways of teaming up with stakeholders; strategies to improve the communication of research results to stakeholders; and the nine signs that indicate that research is making an impact on stakeholders, teams, and organizations. This book is meant for UX people engaged in usability and UX research. Written from the perspective of an in-house UX researcher, it is also relevant for self-employed practitioners and consultants who work in agencies. It is especially directed at UX teams that face no-time-no-money-for-research situations.

Key Features

  • Named a 2012 Notable Computer Book for Information Systems by Computing Reviews
  • Features a series of video interviews with UX practitioners and researchers
  • Provides dozens of case studies and visuals from international research practitioners
  • Provides a toolset that will help you justify your work to stakeholders, deal with office politics, and hone your client skills
  • Presents tried and tested techniques for working to reach positive, useful, and fruitful outcomes


Primary: User experience practitioners, researchers, usability analysts, interaction designers, user interface experts, human factors engineers, and usability engineers worldwide. Secondary: students, new practitioners, as well as individuals experienced in a plethora of organizational environments and settings

Table of Contents

  • Dedication



    About the Author

    List of Figures and Tables

    Case Studies


    Online Presence



    Chapter 1. If life gives you limes, make mojitos!


    Types of stakeholders

    The perspectives of UX research stakeholders

    Difficult people, teams, and organizations: Fight or flight?

    Selling the value of research

    The Lean Startup movement

    Accept the fact that it might not work and that it’s okay



    Chapter 2. Mmm … Interesting; so what exactly is it that you want to learn?


    Initiation of a study

    The most important questions to ask your stakeholders

    Delay any discussion about methodologies

    Become the voice of reason

    Listening and sowing seeds


    Chapter 3. If you pick a methodology first, something must be wrong


    Research plans

    Study goals

    Research questions

    The questions stakeholders ask and the ones they do not

    How many questions?

    Prioritizing questions

    Selecting a methodology and describing it

    The magic of injecting quantitative data into qualitative findings



    Chapter 4. What’s gonna work? Teamwork!


    Why collaborate?

    Plan together

    Recruit participants together

    Interact with users together

    Analyze together

    Color the experience

    Report results together



    Chapter 5. The single biggest problem in communication is the illusion that it has taken place




    Other communication tools and techniques

    Soft communication skills



    Chapter 6. You can’t manage what you don’t measure


    Signs that research is being used well

    How to track the impact of research




    Last piece of advice: if you want buy-in, do a great job


Product details

  • No. of pages: 288
  • Language: English
  • Copyright: © Morgan Kaufmann 2012
  • Published: March 19, 2012
  • Imprint: Morgan Kaufmann
  • eBook ISBN: 9780123851314
  • Paperback ISBN: 9780123851307

About the Author

Tomer Sharon

Tomer Sharon
Tomer Sharon is a User Experience researcher at Google Search. Previously, he led the user experience research effort for Google’s online advertising management platform - DFP (Doubleclick for Publishers). Prior to Google, he worked at Check Point Software Technologies in Israel as User Experience Researcher Lead.

As founder and first president of UPA Israel, he led the chapter to many achievements such as raising awareness of the need for easy-to-use, efficient, and fun technology products, and growing and nurturing a professional community of 1,000 practitioners.

Tomer is an experienced speaker at local and international conferences, a published author of articles and papers, and a past editorial board member for UPA’s UX Magazine. Tomer holds a BA in Social Sciences from The Open University and a master’s degree in Human Factors in Information Design from Bentley University in Waltham, MA.

Affiliations and Expertise

UX Researcher, Google Search

Ratings and Reviews

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  • Victor G. Sun Sep 05 2021

    Excellent resource for Research Planning

    This book is one of the best resources available for UX professionals requiring advice on how to plan and organize their research projects. It gives you advice on how to work with stakeholders, participants and coordinate your research team.

  • PhilippeHeckly Thu Oct 04 2018

    It's our research

    I discovered Tomer Sharon's work through 'Validating Product Ideas using a lean approach' which is a fantastic book helping to bring a scientific approach to a very difficult human process by providing valuable guidelines. 'It's our research' is a very different kind of book and I am not sure that I have been using it properly. It is chockfull of various links and other contributions that sometimes can appear to be contradictive since one person's approach to UX can be different from another as they are trying to solve different problems and have different backgrounds. It is also full of QR codes that probably make the book very valuable but I tend to read it during commute time with poor or no access to wifi and these end up being dead end for me as I haven't had time to check them from home yet. It reminds me a lot of Aaron Walter's 'Designing for Emotions' which was the first ebook I got and which I found very distracting and frustrating as there were all these links available to you flaring up your fear of missing out on something important and constantly driving you away from the main subject This said I am still planning on getting back to it and learn from it as I bought it in order to learn strategies on how to include stakeholders in the research and design process and I intend to learn from it.