Key takeaways
🔦 Inclusive user research ensures products work for diverse audiences, not just the “average” user
💡 Recruiting participants from varied backgrounds uncovers biases and usability issues
🔍 Accessibility should be built into research materials, questions, and testing methods
🍯 Usability testing with diverse users helps identify hidden pain points
📊 Inclusive research drives higher user satisfaction, brand loyalty, and business growth
Ever launched a product expecting success, only to find many users struggling with it? Maybe your text is too small for visually impaired users, or your checkout confuses neurodivergent customers—issues you only catch after negative reviews.
Inclusive user research isn’t just considerate; it ensures your product actually works for everyone.
In this guide, we’ll break down practical ways to make your user research truly inclusive. You’ll find real-world methods, examples, and simple tweaks to catch usability barriers before they become deal-breakers.
What is inclusive user research?
Inclusive user research means designing products that work for everyone and not just the average user.
It’s about bringing in people from different abilities, backgrounds, and identities into the research process, asking the right questions, and listening without assumptions.
When you involve diverse users, you uncover biases, spot design flaws, and create experiences that feel accessible and welcoming to more people.
Inclusive research doesn’t just improve products; it helps build brands that truly care about their users.
Tips and methods for inclusive user research
Inclusive user research isn’t just about who you include but how you include them. The way you design your research process can either welcome diverse voices or unintentionally shut them out.
As Rachel Joyce said:
Inclusivity is essential when we conduct research, so we can understand what different kinds of users need, and how we can make our products and services more appealing and accessible to them.
Here’s how to make your research process more inclusive from start to finish:
Start with a diverse research plan
If your research participants all come from the same background, you’re setting yourself up for biased results.
Think about who you’re not hearing from. Are there older users in your audience? People with disabilities? Folks from different cultural backgrounds?
💡 Pro Tip
Create a list of user groups that represent your audience but might be harder to reach. Then, actively seek them out during recruitment.
Recruit beyond your usual circles
Posting research calls on LinkedIn or your website will likely attract the same kind of participants: tech-savvy users who are already familiar with your product.
Try reaching out to community organizations, disability groups, or cultural associations to connect with underrepresented voices. As summarized by Maria Panagiotidi:
At the end of the day, truly inclusive UX research means recognizing that there’s no one right way to think or process information. Everyone is different—neurodivergent or not.
💡 Pro Tip
If you’re testing a health app, partner with local NGOs that support older adults or people with chronic illnesses to recruit participants.
Use multiple research methods
Not everyone feels comfortable sharing their thoughts the same way. Some people thrive in interviews, while others prefer filling out surveys or participating in unmoderated usability tests.
Mix it up — combine interviews, usability testing, and surveys to give participants more ways to share their experiences.
Make your research accessible
Accessibility shouldn’t be an afterthought as it starts with your research materials. Use plain language in your surveys, provide screen reader-friendly documents, and offer interviews in multiple formats (audio, text, or video).
So if you’re running remote interviews, it’s good to let participants choose between video calls, voice-only calls, or chat-based interviews.
💡 Pro Tip
Need a quick refresher on accessibility guidelines? Check out the Web Content Accessibility Guidelines (WCAG).
Ask the right questions (without bias)
The questions you ask shape the kind of insights you’ll get — and sometimes, they shape who feels included in the first place.
Biased questions can alienate participants or pressure them into giving answers that don’t fully reflect their experiences. The trick is to leave room for every user’s reality, instead of assuming what that reality is.
For example, instead of asking, “What language do you speak at home?”
The first version assumes everyone speaks just one language at home. The second one invites users to share more, without boxing them into a single answer.
Or instead of asking, “Do you live with your husband or wife?”
Go for 👉 Who do you share your household with?
It’s a small tweak, but it signals that you’re not making assumptions about someone’s relationship status or gender.
When asking about accessibility, avoid questions like, “Do you have any disabilities?”
Go for 👉 Do you use any assistive technologies or need accommodations when using digital products?
This way, you’re focusing on what people need and not putting labels on them.
And always give participants a chance to speak in their own words. Use open-ended prompts like:
- Is there anything about your experience we haven’t asked about but you’d like to share?
- How could this product be more useful or accessible for you?
💡 Pro Tip
If you’re curious about how factors like culture, neurodiversity, or memory can shape the way people answer questions, check out Cognitive Psychology in UX Research.
It dives into how different minds process information, helping you craft questions that are clearer, more empathetic, and less prone to bias.
Prioritize usability testing
Usability testing isn’t just about spotting bugs or broken buttons; it’s about seeing your product through someone else’s eyes.
What feels intuitive to one user might be frustrating or confusing to another. The only way to catch those gaps is by watching real people interact with your product.
But here’s the thing: diversity in your research plan means nothing if your usability tests don’t reflect that same variety.
A diverse participant pool helps you uncover hidden pain points like whether your app’s color contrast works for visually impaired users or if your navigation makes sense across different cultural contexts.
📌 Example: A travel booking app might feel seamless for frequent flyers. But what about someone booking a flight for the first time? Would the language, layout, and instructions feel just as clear?
So go beyond surface-level demographics when recruiting participants.
Include users with different tech literacy levels, disabilities, and socioeconomic backgrounds to get a fuller picture of how your product performs in the real world.
UXtweak’s User Panel
If you need participants for your user research, UXtweak recruits niche and diverse audiences from more than 130 countries.
With robust quality control, broad language coverage and swift delivery of results, UXtweak’s user panel connects your business directly to your users so you can get faster feedback at every stage. Try it for free!
Remote usability testing makes it easier to bring in a wider range of participants, no matter where they’re located. With UXtweak’s Usability Testing Tool, you can:
- Run unmoderated usability tests where users complete tasks at their own pace
- Set up user interviews to dig into their thought process
- Track behavior patterns to spot where users struggle, whether it’s a confusing form field or a button that’s hard to tap on smaller screens
The best part? Remote testing removes geographic and financial barriers, opening the door for more diverse participation.
Keep learning and improving
Inclusive research is an ongoing process. After every project, take time to reflect:
- Did your participant pool represent your audience?
- Did anyone struggle to participate?
- What could you do differently next time?
📌 Example: If participants with visual impairments found your prototype hard to navigate, prioritize accessibility fixes in your next iteration and invite them back for follow-up testing.
Examples of inclusive research
Inclusive user research isn’t just a box-ticking exercise. It’s what separates products that work from products that actually make people’s lives better.
The best part? Plenty of brands are already showing how it’s done. Here are some stories of companies turning inclusive research into real impact with a few lessons you can steal for your own projects.
Microsoft’s Xbox Adaptive Controller
Gaming is supposed to be fun. But for millions of people with limited mobility, it’s often out of reach. Microsoft flipped the script by designing the Xbox Adaptive Controller: a game controller built specifically for gamers with physical disabilities.
They didn’t just guess what these users needed; they brought them into the process from day one.
Microsoft partnered with AbleGamers and Warfighter Engaged to understand the challenges players face and test prototypes with people who’d actually use the device.
💡 Takeaway: Don’t design for your users — design with them. The best way to understand someone’s experience is to put them in the driver’s seat.
Lenovo’s Skin Tone-Friendly Cameras
Ever joined a video call where half the faces looked like ghosts and the other half like shadows? That’s because most cameras are optimized for lighter skin tones.
Lenovo took notice and used inclusive research to fix it.
Through their Product Diversity Office, they worked with diverse user groups to improve how their video conferencing software adjusts to different skin tones, lighting conditions, and facial features.
The result? Cameras that actually see everyone equally.
💡 Takeaway: Bias can hide in the tiniest details, like how your camera picks up different skin tones.
If your product involves visuals, always test with people of different skin tones, hair types, and physical appearances to ensure everyone is represented fairly.
Logitech’s Left-Handed Designs
Most computer mice are made for right-handed people even though 10% of the world is left-handed. Instead of shrugging it off, Logitech started including left-handed users in their product research.
They created left-handed versions of their popular mice and made their designs more ergonomic for a wider range of users.
It might sound like a small tweak, but for left-handed users, it’s the difference between a comfortable workday and constant frustration.
💡 Takeaway: Inclusive research doesn’t always mean flashy features. Sometimes it’s about rethinking the little things that make everyday experiences smoother.
When recruiting participants, ask about dominant hand, assistive tech use, or any specific needs upfront. Those tiny details can unlock big insights.
Why inclusive research matters
Ignoring inclusive research isn’t just a minor oversight, it’s a costly mistake. From legal troubles to frustrated users abandoning your product, here’s why you cannot ignore it:
Legal compliance
Many countries have strict accessibility laws, and failing to comply can lead to hefty penalties. Some key regulations include:
- Americans with Disabilities Act (ADA) (U.S.): Requires businesses to ensure their websites, apps, and digital services are accessible to people with disabilities
- Web Content Accessibility Guidelines (WCAG): The global standard for digital accessibility, influencing laws like the ADA, the European Accessibility Act, and others
- European Accessibility Act (EAA): Enforces accessibility requirements for e-commerce sites, mobile apps, and digital services across the EU starting in 2025
- Equality Act 2010 (UK): Protects individuals from discrimination, including digital accessibility barrier
For example, in 2019, Domino’s Pizza lost a lawsuit because its website wasn’t accessible to a blind customer using a screen reader. The case went all the way to the U.S. Supreme Court, reinforcing the importance of digital accessibility.
💡 Pro Tip
Regularly audit your digital platforms against WCAG 2.1 standards to catch accessibility issues before they become legal liabilities.
User satisfaction
Excluding certain users from your research means designing a product that doesn’t work for them. The result? Frustrated users who leave, often for a competitor.
But with inclusive research, you can innovate your products in a way that makes you talk of the town.
For example, when Apple introduced VoiceOver, a built-in screen reader, it dramatically improved the usability of iPhones for visually impaired users, proving that accessibility can be an innovation driver.
💡 Pro Tip
Conduct usability testing with a diverse group of users, including people with disabilities, different age groups, and non-native speakers. This helps identify friction points that a traditional user pool might miss.
Brand loyalty
People remember brands that make them feel seen. A commitment to inclusivity isn’t just good ethics—it’s good business. Here are some examples:
- Microsoft’s Inclusive Design approach has helped make its products more user-friendly for everyone, not just people with disabilities
- Fenty Beauty’s inclusive shade range proved that catering to a diverse audience isn’t just about compliance, it’s a competitive advantage
- Airbnb improved its UX by introducing features that consider neurodiverse travelers, making navigation simpler and reducing cognitive overload
💡 Pro Tip
Make inclusivity part of your brand’s DNA. Highlight accessibility efforts in your marketing, and actively seek feedback from underrepresented groups to show you value their experience.
Inclusivity in remote VS in-person studies
Inclusive UX research isn’t just about asking the right questions, it’s about making sure everyone can participate.
Remote and in-person studies both have their strengths, but they also come with accessibility challenges. The key? Choosing the right method for your audience and making adjustments to remove barriers.
Remote Studies: more accessible, but not always ideal
Remote research can make participation easier for people with mobility challenges, busy schedules, or those in different time zones.
But it comes with its own barriers—especially for neurodiverse users who may process information differently or struggle with certain communication formats.
📌 Example: A fintech company is testing a budgeting app. A blind participant joins a remote session but struggles because the prototype isn’t compatible with screen readers.
The researcher realizes the issue only after the test starts, something that could have been caught earlier with proper accessibility checks.
💡 Pro Tip
UX leader Odette Jansen shares firsthand insights on designing research that truly accommodates neurodiverse participants. Read her perspective here.
Here’s how to make it more inclusive:
- Use platforms that work with screen readers and voice commands
- Offer multiple participation formats: video calls, audio-only, and even written responses
- Let users schedule sessions at their convenience
What can go wrong:
- Slow internet, outdated devices, or inaccessible platforms can block participation
- You can’t observe how someone physically interacts with a product, like how they hold a device or navigate a touchscreen
In-person studies: better context, but not always practical
Face-to-face research allows for richer insights, especially when testing physical products or accessibility features.
But it also creates barriers for people who can’t easily travel or feel uncomfortable in social settings.
📌 Example: A healthcare company is testing a smart blood pressure monitor. In-person sessions help them discover that older adults struggle to wrap the cuff around their arm due to arthritis; something remote testing wouldn’t have revealed.
How to make in-person research more inclusive:
- Choose locations that are wheelchair-accessible and easy to reach
- Provide interpreters or assistive tech for participants who need them
- Create a comfortable environment—some neurodivergent users needs quieter spaces
What can go wrong?
- If your venue isn’t fully accessible, some participants won’t be able to attend
- Time and travel constraints will prevent users from making it in person
The best approach? Give users a choice
Neither method is perfect on its own. A hybrid approach, where users pick what works best for them, ensures more diverse participation and better insights.
The more options you provide, the more inclusive your research becomes.
How to use inclusive language in UX research
Words shape experiences. The way you phrase questions, describe users, or present findings can either make participants feel seen or excluded. Here’s how to do it right:
Avoid assumptions about identity
Instead of asking, “As a mother, how do you manage online shopping?” say, “As a parent or guardian, how do you manage online shopping?” This acknowledges different family structures.
💡 Tips:
- Use gender-neutral terms (they/them, partner instead of husband/wife)
- Let participants self-identify instead of assigning labels
- Ask open-ended questions rather than assuming experiences
Use plain, jargon-free language
Instead of saying, “Are you familiar with two-factor authentication?” try, “Have you ever used a code sent to your phone to log in?”
💡 Tips:
- Simplify language to be accessible to all reading levels
- Avoid industry-specific terms unless you define them
- Consider cognitive accessibility, some users may struggle with complex wording
Be mindful of disability terminology
Instead of “wheelchair-bound,” say “wheelchair user.” One implies restriction; the other emphasizes mobility.
💡 Tips:
- Follow the preferences of disability communities (e.g., some prefer “autistic person” over “person with autism”)
- Use neutral phrasing like “people with visual impairments” instead of “the blind”
- Ask participants how they’d like to be described in research reports
Make surveys and forms inclusive
Instead of only offering “Male” and “Female” options, include “Non-binary,” “Prefer not to say,” or a blank field for self-identification.
💡 Tips:
- Allow open-ended responses when asking about gender, ethnicity, or disability
- Use culturally sensitive language when referring to backgrounds and identities
- Avoid loaded wording that suggests a “default” identity
Be respectful in research findings
Instead of writing “Elderly users struggled with technology,” say “Some older participants found the interface difficult to navigate due to small text size.”
💡Tips:
- Focus on user needs, not limitations
- Use people-first or identity-first language based on community preference
- Review findings with diverse team members to catch unintentional bias
Talking about inclusive UX research with stakeholders
Getting stakeholders on board with inclusive research isn’t always easy. It takes the right framing, real-world impact stories, and a shift in mindset.
Learn more
At UXCon, Mirjam de Klepper shared insights on bridging the gap between UX research and business priorities—listen to the conversation here.
Here are some more ways you can convince stakeholders and make your point steady.
📈 Tie it to business goals
Let’s be real: when we talk about inclusivity, some people immediately think, “That sounds nice, but do we really need it?”
The answer? Absolutely. Because when we make our UX research more inclusive, we’re not just being nice, we’re making the product better for more people.
And that means more users, more engagement, and more revenue.
📊 Show the financial impact
There are millions of people out there who struggle with products that weren’t built with them in mind. That’s a lot of potential customers we’re unintentionally turning away.
In fact, people with disabilities alone have over $8 trillion in spending power. If we make things more accessible, they’ll be happy to spend their money with us instead of our competitors.
💰 Avoid costly rework & legal headaches
Ever heard of a company getting sued because their website wasn’t accessible? It happens. And fixing accessibility issues after launch? Way more expensive than just getting it right from the start.
Building inclusivity into UX research early saves time, money, and stress later.
💨 Our competitors are catching on
More and more companies are realizing that inclusive design is a competitive edge.
They’re baking accessibility into their UX research and, surprise surprise, they’re seeing better engagement and customer loyalty. If we don’t step up, we risk falling behind.
💡 So, where do we start?
Conclude with suggesting one small change this quarter to make the UX research more inclusive.
Whether it’s bringing in more diverse test users, making our surveys more accessible, or tweaking our usability testing process—it’s all progress. And that progress? It adds up.
DEI in UX research
When we talk about making UX research better for everyone, the word “inclusive” comes up a lot. And while inclusivity is super important, it’s actually just one crucial part. That’s where DEI comes in.
Let’s break it down:
Diversity: who’s at the table?
Diversity is all about who we’re involving in our research. If we only test with the same type of people, say, tech-savvy urban users.
We miss out on insights from different age groups, income levels, disabilities, cultural backgrounds, and more. A diverse research pool helps us design products that work for real-world users, not just a small segment of them.
💡 Pro Tip
“Are we listening to the right people?” Mariana Salgado challenges researchers to rethink who gets a seat at the table in UX research.
Her insights on designing for participation offer practical ways to bring in diverse voices and build inclusivity from the ground up. Listen to the full conversation here.
Equity: are we leveling the playing field?
Equity means making sure everyone has a fair shot at being heard, not just the loudest voices. It’s about removing barriers that could make it harder for some people to participate in research.
- Can someone with limited internet access join our remote study?
- Are we paying participants fairly so people from all income levels can participate?
- Are our surveys and interviews designed in a way that works for neurodiverse users?
When we design the research process to be fair, we get more honest, representative feedback.
Inclusion: are we actually listening?
Inclusivity is about making sure everyone feels valued and heard; not just that they’re in the room, but that their input actually shapes decisions. It’s one thing to invite diverse voices; it’s another to actually act on their feedback.
A product isn’t inclusive just because we tested with different people. It’s inclusive when we use their insights to make it better for them.
💡 Pro Tip
In an interview with UXtweak, Odette Jansen talks about her experience being a neurodiverse UX leader. Read the full interview here.
Why all three matter in UX research
If we focus only on inclusivity but ignore diversity, we might end up with research that’s still one-dimensional. If we focus on diversity but not equity, we might bring in a range of voices but fail to give them an equal platform.
DEI is about making sure all three work together so we’re not just checking boxes but designing experiences that truly work for everyone.
💡 Pro Tip
For a deeper dive into understanding user emotions and needs, check out this guide on Empathic Design.
Other helpful resources
To enhance your understanding of inclusivity in research, consider exploring the following academic journals and resources:
- Journal of Diversity in Higher Education
- Equality, Diversity and Inclusion: An International Journal
- Participatory Action Research
Wrapping up
Inclusive user research isn’t just a one-time effort, it’s an ongoing mindset. It includes seeking diverse voices, removing barriers to participation, and ensuring that insights from all users shape design decisions.
The focus remains intact on creating products that truly work for everyone. And the best part? Inclusive research doesn’t have to be complicated.
So, whether you’re just starting out or refining your approach, remember: small, intentional changes can make a big impact.
With the right tools, like UXtweak, you can easily recruit diverse participants, run accessibility-friendly usability tests, and uncover insights that help make your product more user-friendly for all. Try it for free today! 🍯
Go for 👉 What languages do you feel most comfortable using?