Business-Savvy Research and Onion Layers of UX | Amanda Stockwell (Stockwell Strategy)

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Amanda runs Stockwell Strategy, a user experience research and innovation strategy practice. She has spent the last 15 years helping teams understand who their users are, what they need, and how to tie those insights to product and business strategy. Happy clients include startups, nonprofits, fortune 100s, and nearly everywhere in between. Amanda is happiest when helping teams spin up their UX research practices and individuals refine their research and strategy skills.

She also frequently writes and speaks about all things UX and product, teaches classes on LinkedIn Learning and for Duke's Design and Technology Innovation program, and helps organize local Ladies that UX meetups. You can also find her hiking, spoiling her dog, or sharing lobster facts.

In our conversation, we discuss:

* The concept of “research onions,” how core skills are just one layer of what makes someone effective in UX.

* Why understanding business goals and context makes research more actionable, not less user-centered.

* How collaborating with cross-functional teammates means more than just scheduling whiteboard sessions.

* Tips for solo researchers on becoming better collaborators, from small talk to strategic alignment.

* A networking approach that’s not transactional and why your next opportunity may come from a six-year-old Slack intro.

Some takeaways:

* Research is more than the craft. Amanda introduces the idea of “onion layers” to describe the full spectrum of skills researchers need. Beyond knowing methods and tools, researchers should understand how business decisions are made and where their insights fit in.

* You don’t need to be a business strategist but you do need to care. Understanding cash flow, team capacity, and strategic priorities helps researchers frame insights that get acted on. It’s not about becoming a PM; it’s about asking the right questions and understanding how your work fits the broader picture.

* Relationship-building is essential, especially when you’re the only researcher. Whether it’s baking banana bread to attract teammates or tailoring your report formats to individual preferences, Amanda shows how small acts of intentionality lead to better collaboration and insight adoption.

* Network like a human, not a transaction. Amanda advises networking consistently and authentically, not just when you’re looking for a job. The best opportunities often come from long-forgotten connections so be curious, be helpful, and stay in touch with generosity.

* Treat your stakeholders like users. Just like you wouldn’t ship a product without understanding your users, you shouldn’t present findings without understanding your audience. Customize communication styles, understand what they care about, and make it easy for them to act on your insights.

Where to find Amanda:

* Website

* LinkedIn

* Bluesky

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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.