Dr Asma
Research & Insights Principal
A2 Online
Insight Is Not Enough: The Next Chapter of Design Research
Design Research track
Insight Is Not Enough: The Next Chapter of Design Research
My talk will focus on how design research is evolving from a tactical, project-based discipline into a strategic capability that shapes organisational decision-making. I will explore how leading organisations globally are embedding design research earlier in strategy formation, not only to test ideas but also to inform prioritisation, investment decisions, and risk management in increasingly complex digital and AI-enabled environments. Drawing on real-world examples from enterprise, government, and regulated industries, the session will unpack why traditional research models are no longer sufficient and what is changing in how research operates at scale.
The presentation will also examine the specific implications of this shift for the Australian context. I will share emerging global practices, such as continuous research systems, AI-assisted synthesis, and integrated insight operating models, and discuss how these can be pragmatically adopted within Australian organisations. The talk is designed to be both reflective and practical, offering conference attendees a clear perspective on where design research is heading over the next five years, the strategic role researchers can play, and how organisations can elevate research from producing insights to influencing direction and outcomes.
Dr Asma
I am a research strategist who partners with businesses, technology organisations, and SaaS teams to turn research into clear strategic direction and measurable impact. I work hands-on across the full research lifecycle, spanning academic, consulting, industry, and policy research, with a strong focus on evidence-based decision-making.
My expertise brings together data-driven insights, UX and CX (Voice of Customer) research, strategic research planning, stakeholder engagement, and robust survey and measurement design. Using a mix of primary and secondary research methods, I help organisations move beyond surface-level insights to understand what truly drives customer behaviour, product adoption, and long-term value.
As a customer-centred, insights-led researcher, I focus on uncovering human behaviours, habits, motivations, and attitudes to help teams design products, services, and strategies grounded in real-world needs. I’m particularly drawn to emerging technologies and SaaS environments, where strong research can shape how people learn, work, and interact at scale.
Beyond UX and customer research, I bring deep experience in strategic research program design, vendor management, and cross-sector collaboration. I work closely with senior stakeholders and interdisciplinary teams to ensure research findings are translated into actionable strategy, product roadmaps, and policy-ready recommendations.
I actively contribute to the research and technology community through thought leadership, including writing on Medium and publishing a LinkedIn newsletter focused on research practice and emerging industry trends. I also partner with SaaS companies to evaluate user research platforms and capabilities, providing practical, real-world feedback that informs product innovation.
Forward-thinking and outcomes-focused, I bridge academic rigour, industry innovation, and strategic insight to help organisations build better products, make confident decisions, and deliver meaningful customer experiences.