Janika Liiv is talking with Maria Saviste from Katana about why research should go beyond customer empathy to focus on driving business results.Maria Saviste is Principal Customer Experience and Market Researcher at Katana, where she plays a key role in guiding strategic decisions for both business and product teams. Prior to Katana, Maria worked as a researcher at Telia, Pipedrive, and Whereby. She’s worked across various levels of research, always ensuring that her insights are not only solving customer problems, but helping to reach business goals.

In this episode we discuss:

* Different levels of research

* How research is done in Katana

* How researchers keep focus on driving business goals

* Integrate research insights into product development

* How to be more effective in doing customer interviews

* How to ask questions

* Future of research

Connect with us

* Maria Saviste - https://www.linkedin.com/in/maria-saviste/

* Janika Liiv - https://www.linkedin.com/in/janikaliiv/

* Katana - https://katanamrp.com/

References

* How much to pay research participants as an incentive - https://www.userinterviews.com/lp/ux-research-incentive-calculator

* Ultimate guide to user research incentives https://www.userinterviews.com/blog/the-ultimate-guide-to-user-research-incentives

* Align - https://getalign.com/

* DataBricks AI/BI Genie - https://www.databricks.com/product/ai-bi/genie

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit www.tpg.ee