Why we should view user researchers as user advocates

By Cynthia Sipes, UX Researcher

Done right, user research is all about shaping digital experiences for the better. Previously, we've written about how moving beyond the term 'users' can help build the empathy needed to do a brilliant job for our customers, and today we're looking at another crucial aspect of research: the role of the user researcher as an advocate.

Although user researchers are often associated with empathy and an understanding of people's needs, we don't always consciously think of ourselves as advocates, specifically.?

But advocacy is inherently part of what we do. And that's because, even when we're not explicitly adopting an advocacy role, we naturally function as one: presenting perspectives, championing needs, and pushing for better, more inclusive experiences.?

What does advocacy in user research mean?

At its core, advocacy means speaking on behalf of someone else, and making sure their needs are heard and addressed. In wider society, this might involve fighting for fundamental rights. But within the realm of UX research, it's about making sure usability and accessibility are a priority.

Now, everyone benefits from good usability. But those without accessibility barriers can often find workarounds for poor design - frustrating as they may be. For people who rely on assistive technologies, though, those workarounds often don't exist - which is where advocacy becomes really important.?

When we test people with accessibility requirements, we go beyond basic concerns around usability, and move into a space where we're helping to ensure equal access, making sure nobody is excluded from using a product or service.

Being an advocate is also about being a mediator. As researchers, we're constantly finding the balance between user needs and business objectives, budgets, or technical constraints. Advocacy isn't just about identifying problems - it's ultimately about persuading stakeholders to care about those problems by linking user needs to business impact.

Advocacy in action

Let's take a theoretical example. Imagine an organisation with a low UX maturity level, that doesn't naturally prioritise user needs. They may have an online booking system, but analytics show a high drop-out rate when it comes to checkout. Now, say research discovers that users can't complete their booking on a mobile device, because the page doesn't scroll properly.?

In this case, the business will probably agree that the issue needs addressing - because it directly impacts revenue.?

But, what if beyond the scrolling issue, the system was also inaccessible to screen readers, or couldn't be navigated in full using a keyboard? In that case, people relying on switch devices or screen readers would be locked out of the process. That's not just a missed business opportunity, it's a failure of inclusion. And it's our job to push for that to change.?

Using advocacy to make user research stronger

To be effective advocates, user researchers of course need methodological rigour - but we also need storytelling skills.?

Numbers alone rarely show the full picture, but compelling narratives can help highlight the real world impact of UX challenges. By positioning ourselves as advocates, we shift from presenting facts to crafting human-centered stories, which help stakeholders emotionally connect with the people we're representing.?

To do this, we need to shift our mindsets. We're already positioned to be advocates, but we can take this further by consciously embracing the role. Day to day, that might look like:?

• Asking ourselves: why do we do the work? Over time, it's easy to become detached from the people behind the research, and it's worth remembering what it's really all for.
• Reflecting after each project, asking: was I truly an advocate for the user? Or did I just present findings?
• Honing our negotiation skills: because advocacy isn't about shouting the loudest - it's about making a convincing case. If you can't link user needs to business objectives, change won't happen.

The key takeaway

As user researchers, we occupy a unique position for the organisations we work within. We have the power to influence, persuade, and make a tangible difference to people's experiences. Embracing our role as advocates will help us do that - combining evidence with storytelling, empathy with negotiation, and user needs with business objectives.?

Ultimately, being an effective researcher isn't just about gathering insights; it's about using those insights to shape meaningful change. And that starts with advocacy.

If you want to gain a deeper understanding of your users and ensure that your website or digital product is optimised for their needs, we'd love to chat!