The Continuous Discovery paradox: rigour vs. agility

Continuous Discovery, like generative UX research, uses customer research to find new opportunities. Unlike upfront strategic research, it involves frequent, small research activities throughout product development – essentially and agile approach to product research. While praised by some product practitioners, UX researchers worry it could lead to less rigorous research by PMs, devaluing their expertise. Even proponents have concerns about the time and budget needed for consistent research and proper implementation. This talk critically evaluates Continuous Discovery, comparing it to traditional UX(R) practices. It shares practical learnings from a pilot with considerations of whether this method is right for you, your team, and your product with reflections on whether UX(R) should reclaim or co-own discovery.