Most businesses don't take qualitative research seriously.They see it as soft, vague-too uncertain to drive business strategy.That's why so many researchers see their insights ignored and struggle to gain buy-in. Design Research Mastery changes the game. Sara Fortier teaches you how to transform research into a strategic catalyst-winning over skeptics and inspiring innovative products and services.Through a step-by-step approach, readers will master the planning, execution, and communication of research inside an organization.Covering four core methods-in-depth interviews, observations, diary studies, and workshops-Fortier provides the tools (including templates and checklists) to navigate stakeholder dynamics, manage logistics, and present findings with impact. This book goes beyond methodology, emphasizing the importance of synthesis and design storytelling, helping researchers craft compelling reports that shape decision-making.Complete with real-world anecdotes, it will help practitioners overcome organizational resistance, build trust, and turn insights into real action, demonstrating the tangible value of design research. With AI automating execution-heavy roles, the future belongs to those who can think critically, synthesize complex ideas, and influence stakeholders. Whether you're a UX researcher, designer, or product manager, Design Research Mastery will help you bridge the gap between research and business-and make your work indispensable.