How to Measure Impact in UX Research

The most common way we think about UX research impact is to measure it by the way business metrics are moved based on decisions that were made as a result of research insights. For example, let's say there's a team that doesn't really know a lot about their target audience and they have spent a substantial amount of time in meetings arguing about what their target audience needs. Research can uncover the audiences on met needs, and that's going to lead to increased efficiency across the team.