# Session title

From fuzzy to focused: Aligning goals, hypothesis, and objectives for effective B2B research

## Session URL

https://webexpo.net/prague2025/sessions/lorie-whitaker-ux-research-2025/

## Session Type

Conference Talk

## Talk Description

In this talk, Lorie will share practical strategies drawn from her extensive experience in B2B research. Using real-life examples from different companies, including a few honest missteps, Lorie will help you avoid common pitfalls and ensure your own research is focused, actionable, and impactful. Designed for product managers, designers, and user researchers, this session will share valuable insights on how to align your goals, hypotheses, and objectives effectively, empowering you to make data-driven decisions that drive your B2B projects forward.





## Tags

Design Thinking & UX, Research, Service Design & CX

## Session Focused on

Web Development: 0%, Design & UX: 100%, Marketing: 0%, Business: 80%

## Session Presenter

Lorie Whitaker

## Session Presenter Bio

Lorie Whitaker is a Principal UX Researcher at Zalando with over 17 years of experience. For more than a decade, she has specialised in B2B user research at companies like GitLab, CapitalOne, and Okta. Lorie loves diving into strategic research, developing UX frameworks, and mentoring teams. When she’s not at work, you can find her gardening, cooking up new recipes, or learning German in beautiful Southern Germany!

## Session Details

### Date

May 28, 2025 3:00 pm

### Duration

40 Minutes

### Specific Location

Lucerna Cinema

### General Localtion

Lucerna Palace, Prague, Czech Republic