​Your research is top-notch. Your insights are sharp. But are they steering decisions—or just filling decks?

​Too many researchers get stuck in insight mode, delivering findings that inform but don’t influence. This session is about stepping up and shaping the conversation.

​Join Dr Asma A Qureshi (User Experience Research and Insights Principal, A2 Online) and Mickey Rummery (Founder and Principal, Connect Experience Design) for a practical session on taking ownership of research’s role in business strategy.

​You’ll learn:

• How to embed research into business strategy, so it drives decisions
• ​Why research is evolving and what it means for your team in 2025
• The essential skills of a strategic researcher (beyond just running great studies)
• ​Structuring research workflows that push decisions forward
• How to secure stakeholder buy-in and make research an essential part of the decision-making process.

​Meet your speakers

Dr Asma A Qureshi‍
‍User Experience Research and Insights Principal at A2 Online

Dr. Asma A. Qureshi is a seasoned professional specializing in Customer Experience (CX), User Experience (UX) Research, Data Insights, and Business Analysis. She has contributed to the field through various publications, including research on choice modeling and consumer behavior in higher education. Dr. Qureshi is also an active writer on Medium, sharing her expertise and insights. Connect with with Asma on LinkedIn.

​Mickey Rummery
Founder and Principal, Connect Experience Design. Conference Director, The Outlook

With 20 years in people-facing roles and 10 years specialising in Human-Centred Design, Mickey brings a wealth of experience to the table. He’s passionate about leveraging his skills to design and deliver user-centric services that truly add value to his clients. As one of the Conference Directors of The Outlook and also a Certified Askable Researcher, Mickey is deeply involved in the UX community and dedicated to championing user-centred practices. Connect with Mickey on LinkedIn.

​Rachel Westbury
Content Lead, Askable

With more than a decade of experience in writing, editing, and production, Rachel leads the editorial strategy and content delivery at Askable. She creates clear, human-centred content featuring all the latest inspiration, insights, and advice on the world of UX research and design. Connect with Rachel on LinkedIn.