Veronica Naguib

Managing Director

Veronica Naguib is the Managing Director of ImpactSense, a cutting-edge market research consultancy bridging the gap between insight and application. Collaborating with some of the world’s most renowned brands and agencies, ImpactSense specialises in delivering research that is not only accurate and insightful but also genuinely impactful.

With a distinguished and trailblazing background in Heading up Service Design, CX, UX, and research, Veronica has played a pivotal role in advancing how market research is conducted and applied. A co-founder of ImpactSense, Veronica’s vision was born from a shared frustration with outdated research methodologies and a belief that there was a better way to uncover and use customer insights. Under her co-leadership, ImpactSense has pioneered approaches that prioritise authenticity, usability, and actionable results - ensuring that no insight remains unused or lost in lengthy reports.

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Authenticity: A missing layer from UX Research

A practical session tackling the rarely discussed common issues of research trust, ensuring you can confidently make business decisions.

We all talk about the importance of having insights to inform UX and Product, but we can probably agree, misleading insights can be more dangerous than none. Many of us recognise the industry has a problem with trusted research, but don’t know how to overcome it.

So how do you get robustness and authentic insights that you can trust? And no, the answer is not to ask for more budget.

We’ll break it down into three practical stages:

1. Authentic Participants - to get trusted insights you need trusted participants. It’s easier said that done. We’ll discuss ways to recruit more reliably.
2. Extensive research methods - Many researchers have been following the same approaches for years, but part of the problem is, participants have wised up and understand usability and how sessions are run - it’s become harder to get genuine insights. We’ll discuss ways to improve approaches.
3. Unbiased analysis - Seems obvious, but we often tell the stories we want to from research. We’ll share how you can extract the truth from your research and equally ensure it’s actionable.

Veronica is speaking on day one, June 10th.

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