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So, is research an absolute authority? Not always
User research remains an essential part of the design process, but excessive reliance on it can hinder innovation. The key is to strike a balance between understanding user needs and making decisions based on intuition and strategy.
Modern data-driven design cannot exist without user research. It is a crucial element that helps not only in better understanding the market but also in making strategic design decisions. Research can be divided into two main stages: exploratory research, which helps to understand users and their needs, and validation research, which is used to test assumptions and product development directions. Proper use of research allows designers to avoid many mistakes.
The key question every designer should ask is: Does the user truly need what we are designing, or are we merely imposing our solution on them?
Why Don’t Users Always Know What They Want?
Henry Ford’s famous quote— “If I had asked people what they wanted, they would have said faster horses”—illustrates the paradox of user research. There are situations where users are unable to articulate their future needs because they cannot imagine a new solution. In such cases, research can become a roadblock to innovation, as taking customer feedback too literally may lead only to optimizing existing solutions instead of creating groundbreaking products.
In this context, a designer’s role is not just to listen but also to filter information and make decisions based on intuition and business insight. While research is an essential tool, sometimes it is necessary to step beyond it and have the courage to experiment.
How to Avoid “Research for Research’s Sake”?
In some organizations, a phenomenon known as “research overload” occurs—where successive research iterations become an end in themselves rather than a tool for decision-making. The result? The organization falls into the trap of endlessly analyzing every potential change instead of implementing a solution and testing it in real conditions.
A good approach is to balance research with rapid real-world testing (market tests). Developing a Minimum Lovable Product (MLP) helps shorten decision-making time and allows teams to see real user reactions. In my view, talking to users is essential, but it cannot be the sole driver of decisions—equally important is the ability to interpret findings and adapt them to market realities.
How Research Helps Avoid Mistakes: The Case of Kwas Chlebowy
One example of how research can aid in making critical decisions is the attempt to introduce kvass (a fermented beverage) to a broader market in Poland. Our team participated in research to support designers in a key dilemma: should the bottle have a classic screw cap (like carbonated drinks) or a larger lid (common in eco-friendly products)?
The choice of packaging seemed crucial for the product’s success. Direct testing with young consumers in Białystok revealed a simple yet fundamental truth—the large cap led to faster loss of carbonation, which was unacceptable for the target audience. The result? The brand opted for classic screw caps. While the product ultimately did not succeed in the mass market, research helped avoid a fundamental usability mistake that could have worsened its chances.
Will AI Kill the Research Industry?
The application of Artificial Intelligence (AI) in user research is opening entirely new possibilities. Today, AI enables rapid data analysis, insight generation, and automatic research summaries. In one of the projects conducted by Together, analyzing user interviews—a task that typically took hours—was completed within minutes thanks to AI tools.
While this technology enhances efficiency, it will not replace the key role of researchers and designers—namely, the ability to ask the right questions and draw conclusions based on context.
One potential risk, however, is that future generations of designers may lose critical thinking skills in data analysis, relying too much on AI. If designers stop developing their ability to synthesize insights and interpret behaviors, AI might become an easy shortcut—but at the cost of weakening core analytical skills.
Conclusion
User research remains an essential part of the design process, but excessive reliance on it can hinder innovation. The key is to strike a balance between understanding user needs and making decisions based on intuition and strategy.
In some cases, research helps avoid major mistakes. In others, especially when testing completely new solutions, it may not provide conclusive insights.
So, is research an absolute authority? Not always. But when conducted thoughtfully, it becomes a powerful tool in the hands of conscious designers and strategists.

This article summarizes an episode of the ALL GOOD podcast, where Bartosz Sułkowski and Mateusz Karasiński talk with Henryk Klawe. Listen to the podcast on Spotify: https://lnkd.in/d29_ipJk

Henryk Klawe
Co-Funder, Strategy Consultant