Very timely article, I’m working on a pitch right now to convince business owners to hire me to do customer research. Instead of selling them the process (user research), I’m planning to get buy-in on the outcome “finding out what causes customers to sign up or churn”.

Sr UX Specialist with Canada Revenue Agency, former web dev and product person. 🔎 Lifelong learner. Unapologetic introvert. Plant-powered marathoner. Cat mom.

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