{"id":5913,"date":"2026-07-13T13:34:39","date_gmt":"2026-07-13T13:34:39","guid":{"rendered":"https:\/\/blogs.gov.scot\/digital\/?p=5913"},"modified":"2026-07-13T13:34:39","modified_gmt":"2026-07-13T13:34:39","slug":"the-most-common-myths-about-user-research-and-why-they-persist","status":"publish","type":"post","link":"https:\/\/blogs.gov.scot\/digital\/2026\/07\/13\/the-most-common-myths-about-user-research-and-why-they-persist\/","title":{"rendered":"The most common myths about User Research (and why they persist)"},"content":{"rendered":"
\n

Aileen Baxter, Lead User Researcher at Social Security Scotland blogs about some common myths around user research.<\/strong><\/p>\n

\u00a0<\/strong>User research has never been more important in government, yet it remains widely misunderstood. Even as research becomes more embedded in teams, misconceptions still exist about what it is, when it should be used, and the value it provides. These myths can lead to under investment, or decision\u2011making not based on evidence.<\/p>\n

Below are some common myths and why they persist.<\/p>\n

Myth 1: \u201cUser research is just asking people what they want.\u201d<\/strong><\/h3>\n

Why it persists<\/strong><\/p>\n

Talking to users sounds straightforward. Many colleagues have taken part in interviews, sat in on usability sessions, or handled client feedback. It\u2019s easy to assume that\u2019s all research involves.<\/p>\n

The reality<\/strong><\/p>\n

User research is about understanding people\u2019s behaviours, motivations, needs and contexts, not collecting feature requests. Skilled researchers use structured methods to uncover insights people may not be able to express directly, avoid bias, and translate what they observe into evidence that supports better decisions. Research does not ask users what to change, it uncovers what users need so policy and delivery teams can make informed choices.<\/p>\n

Myth 2: \u201cResearch slows us down.\u201d<\/strong><\/h3>\n

Why it persists<\/strong><\/p>\n

Delivery pressures can make research seem like a delay or an optional extra, particularly in fast moving environments.<\/p>\n

The reality<\/strong><\/p>\n

Research helps teams make decisions earlier and with greater confidence. It reduces re-work, tests assumptions quickly, and ensures effort is focused on the right problems. Not all research requires long studies, researchers use the most appropriate, proportionate method for the question at hand. In practice, the greatest delays often come from building the wrong thing, not from doing research.<\/p>\n

Myth 3: \u201cWe already know our users.\u201d<\/strong><\/h3>\n

Why it persists<\/strong><\/p>\n

Teams become familiar with their service area. They collect feedback, see performance dashboards, and hear from operational colleagues. This can create a sense that the team already understands its users fully.<\/p>\n

The reality<\/strong><\/p>\n

Internal knowledge is valuable but incomplete. It may reflect the views of the most vocal users or those already in contact with the service. People\u2019s needs and circumstances change over time, and staff turnover can reduce collective understanding. Without ongoing research, services risk drifting away from the realities of the people they are designing for.<\/p>\n

Myth 4: \u201cResearch should only happen at the beginning of a project.\u201d<\/strong><\/h3>\n

Why it persists<\/strong><\/p>\n

Legacy project methods sometimes treat research as something done only in the discovery phase before delivery begins.<\/p>\n

The reality<\/strong><\/p>\n

Research is most effective when it runs throughout the lifecycle of the service. Early research helps define the problem. Mid stage research shapes and tests solutions. Later research ensures usability, accessibility, and use. Continuous research gives teams evidence at every stage, reducing risk and improving outcomes.<\/p>\n

Myth 5: \u201cSmall samples can\u2019t tell us anything meaningful.\u201d<\/strong><\/h3>\n

Why it persists<\/strong><\/p>\n

It feels natural to assume that small samples are unreliable or unrepresentative.<\/p>\n

The reality<\/strong><\/p>\n

Qualitative research is not about statistical representation, it is about depth, meaning, and understanding human experience. Smaller samples are intentional, not a limitation.<\/p>\n

Studies are designed to recruit the right participants, those with relevant, lived experience. This allows researchers to explore issues in detail, uncovering motivations, behaviours, and barriers that large-scale surveys often miss.<\/p>\n

In qualitative work, value comes from:<\/p>\n

Rich, detailed insight into people\u2019s experiences<\/p>\n

Identifying patterns and themes across cases, not counting frequencies<\/p>\n

Reaching data saturation, where no new insights emerge, rather than aiming for statistical power<\/p>\n

Importantly, even a small number of interviews can reveal critical usability issues, unmet needs, or systemic barriers, especially when participants share key characteristics relevant to the research question.<\/p>\n

Rather than asking\u00a0\u201cHow many people does this represent?\u201d, qualitative research asks:\u00a0\u201cWhat is really going on here, and why?\u201d<\/p>\n

Myth 6: \u201cAI can replace user research now.\u201d<\/strong><\/h3>\n

Why it persists<\/strong><\/p>\n

AI can analyse data, generate summaries, and simulate interactions, which can appear similar to parts of the research process.<\/p>\n

The reality<\/strong><\/p>\n

AI can support research by speeding up analysis or organising data, but it cannot replace human insight. It cannot observe non\u2011verbal behaviour, understand context, interpret emotion, or reveal needs that people do not explicitly state. AI is a useful tool but not a substitute for engaging with real people living in real circumstances.<\/p>\n

Myth 7: \u201cResearch always tells us what to do next.\u201d<\/strong><\/h3>\n

Why it persists<\/strong><\/p>\n

Teams look to research for certainty, especially when decisions feel complex or high stakes.<\/p>\n

The reality<\/strong><\/p>\n

Research informs decisions, it does not make them. It provides evidence, clarity and options, but trade offs, priorities and direction remain the responsibility of policy, delivery and leadership teams. Research reduces ambiguity, but it cannot remove it entirely.<\/p>\n

Closing Thoughts<\/strong><\/h3>\n

User research is not optional in public services, it is essential for designing fair, effective and accessible experiences. Challenging these persistent myths helps teams work more confidently with evidence, reduce risk, and stay grounded in the needs of the people we are here to support.<\/p>\n<\/div>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

Aileen Baxter, Lead User Researcher at Social Security Scotland blogs about some common myths around user research. \u00a0User research has never been more important in government, yet it remains widely misunderstood. Even as research becomes more embedded in teams, misconceptions still exist about what it is, when it should be used, and the value it…<\/p>\n","protected":false},"author":597,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[527,461,531],"tags":[462,37],"class_list":["post-5913","post","type-post","status-publish","format-standard","hentry","category-public-services","category-social-security-scotland","category-user-research","tag-social-security-scotland","tag-user-research"],"yoast_head":"\nThe most common myths about User Research (and why they persist) - Digital<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blogs.gov.scot\/digital\/2026\/07\/13\/the-most-common-myths-about-user-research-and-why-they-persist\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The most common myths about User Research (and why they persist) - Digital\" \/>\n<meta property=\"og:description\" content=\"Aileen Baxter, Lead User Researcher at Social Security Scotland blogs about some common myths around user research. \u00a0User research has never been more important in government, yet it remains widely misunderstood. 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