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Javier is a User Experience Research Director with more than 20 years of experience in the field. He is passionate about building effective research organizations that scale and deliver critical user insights that help teams develop successful products that delight users. He has a proven track record of career development and coaching.

In our conversation, we discuss:

* The difference between strategic and tactical insights, not methods and why that distinction matters.

* How to navigate the perceived “versus” between strategic and tactical research and instead embrace a more fluid, problem-driven approach.

* Ways to embed strategic insights into product planning through tools like “strategic primers.”

* How to deliver value in both tactical and strategic spaces—and earn your seat at the table in high-level planning.

* How researchers can broaden their method toolkit to avoid defaulting to the same approaches and unlock new kinds of insights.

Some takeaways:

* Strategic and tactical are outcomes, not methods. Javier emphasizes that insights, not research methods, determine whether something is strategic or tactical. Usability tests can uncover strategic direction, and field studies can surface tactical improvements. Researchers need to move away from labeling methods and focus on the value the insights provide to the business.

* You can’t influence strategy if you’re not in the room. Delivering a compelling presentation isn’t enough. To make strategic insights actionable, researchers need to be present during planning and roadmap discussions. If you’re not sure when strategic planning happens, that’s a red flag and an invitation to start earning your seat by solving the right problems.

* “Strategic primers” help researchers shape roadmaps. One of Javier’s teams developed strategic primers: succinct, insight-packed documents delivered ahead of planning cycles. These primers synthesize research and industry knowledge into clear recommendations, helping PMs and leaders use research to guide direction-setting conversations.

* There’s no seniority in choosing tactics over strategy. Some researchers fall into the trap of avoiding tactical work as they become more senior. But successful researchers move between both as needed, supporting teams through every phase of development. Avoiding tactical work can disconnect you from the product and from impact.

* Stop chasing “strategic work, and, instead, solve the right problems. Rather than seeking out work that feels more senior or impressive, Javier encourages researchers to focus on the problems that matter most to the business. When you deliver insights that move the team forward, strategic or tactical, you build trust, influence, and long-term value.

Where to find Javier:

* Website

* LinkedIn

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The views and opinions expressed by the guests on this podcast are their own and do not necessarily reflect the views, positions, or policies of the host, the podcast, or any affiliated organizations or sponsors.

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