Research can so often be construed as an inherently noble pursuit. Activity intended to increase understanding, clarity, depth of knowledge? It can only be worthy, surely.
Of course, research is subjective. When governments (as an example) commission research activity, many harbour a suspicion that the findings will – conveniently – either directly support, or be spun in such a way as to support, a particular policy.
Certain marketing approaches can devalue research completely (it really is worth a look at some of the small print flashed on-screen in the middle of ads for hair care or beauty products). Leading, loaded or suggestive questions have a huge effect on survey results and the conclusions they appear to inspire.
With research such a core ingredient in the overall UX mix, those in user experience need to be very sensitive as to how their own contributions might be similarly skewing or obfuscating reality.
My belief is that UX research must stand apart and distinguish itself. Lofty idealism it may be, but with innovation, adoption and growth as ultimate goals, UX research needs to deliver truth.
You will hear all kinds of views from stakeholders within a business or organisation and each is but one part of a broader picture. Research what an organisation represents to its customers and end users however, and a different picture can emerge. It is likely to be a more definitive one.
The role of UX in the discovery phase of a project can and should be to uncover truth and reflect it back at the organisation. Often this can be very uncomfortable to deliver, and difficult to accept (if it is accepted at all).
So this is our job. Only by revealing truths and reconciling these with an organisation’s culture or belief about itself, can we approach the starting point for the creation of something new, something better. Something true.