The evolving role of UX researchers is crucial for businesses to stay competitive, as customer expectations demand personalized and intuitive experiences. Researchers must partner with stakeholders to drive data-driven decisions and innovation. User experience research has evolved from being a nice-to-have to a must-have in today's tech-driven world. Businesses are now investing more in UX research to drive innovation and validate assumptions. Our speaker today, Daylon Soh - Founder of CuriousCore discusses the importance of user experience research in informing business outcomes and driving innovation in today's market. Innovation requires asking questions, forming hypotheses, validating assumptions, and continuously optimizing to grow a business. Human oversight and higher-order thinking are crucial for managing the innovation process effectively.