Escaping the evaluative loop:
The power of generative research

On-demand. Watch Online.

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59 min

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Escaping the evaluative loop:
The power of generative research

In the fast-paced world of product development and service design, it’s easy to get caught in a cycle that feels productive but actually stifles innovation and growth—the "Evaluative Loop." Join our expert-led webinar to explore how moving beyond the evaluative loop can transform your approach to product innovation. Learn what an evaluative loop is, its risks, and how it can stifle creativity. Discover the power of generative research and continuous discovery with real-world examples and actionable insights.

What You Will Learn:

  1. Understanding the Evaluative Loop: Identify the signs of being stuck and the limitations it imposes on innovation.
  2. The Role of Generative Research: Explore how generative research fosters innovation and why it's not used as widely.
  3. Continuous Discovery Advantages: See how continuous approaches outpace traditional project-based research with case studies.
  4. Emerging Trends in UX Research: Get insights into the latest trends, including AI's role in research.
  5. Practical Steps: Receive actionable advice to integrate generative research into your processes and strategies to secure stakeholder buy-in.


​Jayne Parfitt

Senior Research Consultant, Askable Plus

​Jayne is passionate about tackling customer and business challenges using design thinking and a human-centered design approach, with mixed methods research playing a central role. With over 15 years of experience in marketing, customer experience, digital product, and design leadership roles across various industries, Jayne has a strong track record in both discovery and delivery and brings a wealth of expertise and insights to her consulting work.

​Brian Smith

General Manager - Transformation, National Tiles

​With over 30 years experience delivering transformational initiatives, Brian is a great believer in using customer insight and feedback to inform decision making processes. His experience spans sales, operations and digital delivery across multiple industries including retail, professional services and construction, keeping him focused on better outcomes for both organisation’s employees and their customers.

​​Nate Cutcliffe (Host)

​​Enterprise Usage Lead, Askable

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