It's Our Research

1st Edition

Getting Stakeholder Buy-in for User Experience Research Projects

Authors: Tomer Sharon
Paperback ISBN: 9780123851307
eBook ISBN: 9780123851314
Imprint: Morgan Kaufmann
Published Date: 19th March 2012
Page Count: 288
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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




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 mana


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© Morgan Kaufmann 2012
Morgan Kaufmann
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About the Author

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


Notable Computer Books 2012: Information Systems, Computing Reviews


"I find the book compelling because it’s international, based on experience, business oriented, and practical, and it has videos….The book is definitely international, with mini-essays by usability practitioners from all over the world (the videos are international as well). This produces a wide variety of contexts and highlights some interesting parallels."--Computing, December 5, 2012
"In this book, Tomer Sharon does a great and ground-breaking job of presenting useful wisdom on how to make usability research useful and usable, and how to sell it. The contents of this book can be summarized in seven words: Do as you preach and be humble. If that’s not sufficiently usable for you, read this book!"—Rolf Molich, DialogDesign
"Tomer Sharon’s book is the cure for usability professionals whose work isn’t having the impact it deserves. Here you’ll find ways to work different, to make your research connect with stakeholders instead of trash cans. File under: work smarter, not harder." -Gerard Torenvliet, Senior Human Factors Scientist, Medtronic
"A thoroughly readable look at how to make sure our user research actually makes it into the products we create. It explains how to get everyone engaged, how to plan research that asks the right questions, and how to help people use research findings. It's full of practical tips, great advice and real-life stories from practitioners."—Donna Spencer, Maadmob
"It’s Our Research" should be required reading for anyone involved in a UX research study. Sharon will not only help you avoid the many pitfalls that most UX research projects come across, but more importantly give you all the tips and tricks for getting the most out your UX research."–William Albert, Bentley University; Author, Measuring the User Experience and Beyond the Usability Lab
"There is probably no question