by Why Standardisation — Not Democratisation — Is What Scales UX Research
Everyone wants scalable UX research. Few organisations know how to scale it without weakening trust in the process itself.
As research becomes increasingly democratised across organisations — and AI dramatically accelerates analysis and synthesis — a new challenge is emerging for UX and insights leaders. The goal is no longer simply generating more insights. It is ensuring those insights remain credible, repeatable, and strategically defensible at scale.
In this conversation ahead of UX360 Europe 2026, Francesco Sardu, Product Owner User Research at Nestlé, explores why standardisation, governance, and methodological transparency may become the missing foundation behind scalable research operations.
UX360: What motivates you to join the UX360 EU 2026, and what is the core message of your talk?
Francesco: My primary motivation to join UX360 Europe 2026 is to learn how other organisations scale user research and prove its value (especially demonstrating Return on Investment, ROI). I’m excited to exchange ideas about what works in different environments, particularly how large enterprises like my own at Nestlé grow their research practice. I’m also eager to share my perspective. The core message of my talk is that scaling UX research requires more transparency and structure rather than a chaotic “anyone can do research” approach. The term “democratisation of research” is often misused to mean free-form research by anyone without guidance, which can dilute quality. Instead, I advocate for a shared methodological framework where methods are clear, data collection is transparent, and analysis is reproducible. By making our process explicit and repeatable, we involve more people in research responsibly while preserving rigour. In short, “standardisation, and not improvisation, is what allows research to scale credibly” and show tangible ROI.
UX360: How has this impacted your own work and your organisation?
Francesco: Implementing a structured framework has been transformative for my work and organisation. At Nestlé, I helped build a comprehensive UX research methodology covering every phase, from initial scoping and data collection to analysis and reporting. We created templates, guidelines, recommended tools, and training resources, so that every researcher (junior or senior) is working with the same rigour and vocabulary. This framework acts as our governance model, ensuring each study meets a consistent quality bar. As a result, we’ve greatly reduced variability: individual experience or bias has less influence on outcomes because everyone follows the same trusted process. We also extended this framework into a community of practice in our IT department, where colleagues without a formal research background receive training and support to run low-risk, low-budget UX studies. This way, we can scale up the volume of research without sacrificing quality. It’s increased stakeholder confidence in our findings, because whether a study is led by an expert or a trained non-expert, the approach is transparent and standardised. Overall, UX research has gained much more visibility and credibility internally, making it easier to secure buy-in and resources.
UX360: How has UX Research and Design as a practice evolved in the last couple of years, and how would you like to see it evolve in the next few?
Francesco: UX research has evolved significantly in the last few years, most notably with the integration of AI. New AI tools help researchers analyse large datasets and find patterns much faster. Tasks that might have taken days, like clustering user feedback or summarising survey themes, can now be accelerated with machine learning and natural language processing. This means researchers without a strong statistical background can still access deeper insights quickly. However, I’ve also observed a potential downside: it’s easy to become overly reliant on AI-generated outputs and possibly lose some critical perspective. No matter how advanced the tool, it’s still essential for researchers to apply human judgment, asking the right questions, interpreting context and nuance, and ensuring ethical considerations are met. For the future, I’d like to see our field strike a balance: embrace AI for efficiency and scale, but double down on human insight and oversight. If we let AI handle the repetitive heavy lifting while we focus on understanding human needs and sense-making, we can get the best of both worlds: speed and depth, guided by sound judgement.
UX360: Given this evolution, what are two expected and two less obvious skills UXers should possess, and why?
Francesco: I think UX professionals need both well-known fundamentals and less obvious emerging skills. Two expected skills are, first, a strong critical mindset — the habit of questioning assumptions, approaching data objectively, and challenging initial conclusions (particularly important when AI tools offer quick answers). Second is the ability to define clear research goals, questions, and hypotheses. If you start a project knowing exactly what you need to find out, your research will be focused and impactful rather than wandering. Beyond these fundamentals, two less obvious skills are becoming crucial. One is deep listening, really hearing what users say (and what they don’t say) to uncover their true needs. This kind of analysis can’t be automated and is vital for truly user-centred design. The other is AI fluency. UXers should learn how to effectively leverage AI tools (for example, using the right prompts or automating repetitive analysis) so they can extend their capabilities. This doesn’t replace human skills; it amplifies them. By mastering these expected and emerging skills, UX practitioners can remain effective and innovative as our field evolves.
UX360: Apart from work, what can delegates at the event talk to you about? Do you have any particular personal interests, hobbies or extracurricular activities and engagements?
Francesco: Outside of work, I’m always happy to chat about a few passions of mine, like food, art, and tech. I’m an avid foodie and home cook; I love exploring different cuisines and experimenting in the kitchen. In many ways, cooking feels like a design process: you prototype dishes, iterate based on feedback (or taste!), and aim to create delightful experiences for people. I’m also passionate about art and exhibitions. Art inspires me because it often challenges what we think we know; a great piece of art can raise more questions than answers, pushing me to consider new perspectives. In contrast, design (in work or beyond) is about applying logic to solve problems and provide answers. I enjoy the interplay between these two: art sparks inquiry, design brings resolution. Finally, I’m interested in the Internet of Things and domotics. I enjoy tinkering with home automation gadgets to make life a bit easier or more interesting.
UX360: Last but not least, we are publishing “reading/listening guides” on our blog. Can you share your favourite recommendations for inspiration, learning, and leadership:
Francesco:
- Podcast:
Scaling Research (hosted by Roy Opata Olende)
This podcast focuses on the realities of scaling UX research through thoughtful conversations with research and ResearchOps leaders. It explores governance, standards, stakeholder alignment, and how to grow research responsibly without losing quality.
- Book/Blog:
Jeff Sauro – Measuring the User Experience / Quantifying the User Experience. These books are foundational for anyone serious about methodological rigour and repeatability in UX research. They provide a clear, evidence-based approach to measuring usability and experience, helping teams move from opinions to reliable data. I particularly value how these books bridge the gap between qualitative insight and quantitative evidence, making UX results more credible and comparable over time.
Making UX Research Count at the Decision Level
For UX and research leaders, the focus is shifting from delivery to influence—ensuring insights shape decisions, not just inform them.
UX360 Europe 2026 brings together senior leaders working at that level. This is where leading organisations apply research to guide product strategy, examine case studies grounded in execution, and gain frameworks that link UX work directly to measurable business outcomes.
Connect with peers facing similar challenges and learn innovative methods and cutting-edge strategies from DHL, Google, Airbus, Mastercard, Volvo Cars, and more.
If you work in or with UX, research, or product teams, this is directly relevant to your role.
UX360 Europe 2026 | June 23–24 | Berlin, Germany
Regular Rate Ends May 23 — register now.
