AnswerLab today announced the launch of its evolved brand and expanded experience strategy model, marking a significant shift from traditional UX research to a research-powered experience strategy and design firm shaped to help organizations make confident decisions in moments where there is no playbook.

For more than 20 years, AnswerLab has partnered with the world’s most innovative brands to uncover deep human insights that shape products, services, and emerging technologies. Now, as AI and emerging technology redefines how humans will experience the world, the firm is expanding its role—moving upstream from research provider to strategic decision partner.

“As the pace of AI and innovation accelerates, data alone is no longer enough,” said Megan Malli, CEO of AnswerLab. “Leaders are being asked to make high-stakes decisions in compressed timelines, often without a clear precedent to follow. That’s where we operate. We bring the clarity, conviction, and human insight needed to shape what should exist next. In a world where roadmaps shift every few months and data only reflects the past, we partner with our clients to move forward decisively—and turn uncertainty into competitive advantage.”

From Research Provider to Strategic Decision Partner

Historically known as a leader in UX research, AnswerLab is now formalizing a broader approach that integrates:

• Deep qualitative and quantitative human insight
• AI-enabled research acceleration and synthesis
• Rapid concept development and prototyping
• Iterative testing and validation
• Roadmap and investment prioritization guidance

AnswerLab’s evolution reflects how clients increasingly rely on the firm: not simply to understand user’s needs and behaviors, but to shape strategy, prototype solutions, and validate decisions before significant investment.

Rather than delivering findings in isolation, AnswerLab now partners with organizations to translate insight into validated strategies—reducing risk through iterative idea testing and validation and grounding roadmaps in real human intent.

“We don’t just deliver insights or test ideas,” Malli added. “We embed deep human understanding throughout the product development lifecycle—shaping what should exist and turning it into a validated strategy and roadmap so our clients can move forward with conviction before they place big bets.”

Designed for Today’s Most Complex Decisions

Across industries—from consumer technology and financial services to healthcare, retail, and B2B platforms—leaders are navigating common pressures:

• AI and emerging technologies reshaping markets faster than organizations can adapt
• Roadmaps shifting every three to six months, compressing decision timelines
• Higher financial and reputational risk tied to every product and experience launch
• Growth mandates requiring expansion into new products, markets, and audiences
• Data that explains the past—but doesn’t reduce uncertainty about what to build next

“In this environment, hesitation is costly—and missteps are even more so,” Malli added. “Leaders are being asked to make high-stakes decisions faster than ever before. Our role is to ensure those decisions are grounded in evidence, shaped by real human insight – so leaders can move quickly, but move wisely.”

A Brand That Reflects the Work

The launch also introduces AnswerLab’s new brand positioning: Own the Unknown.

The new identity reflects the company’s belief that uncertainty is not a barrier—it’s a competitive advantage for organizations equipped to navigate it thoughtfully.

“Uncertainty isn’t the enemy,” said Malli. “It’s the reality of modern innovation. ‘Own the Unknown’ reflects our belief that when you deeply understand human intent and need, you can shape what should exist next—even without a playbook.”

About AnswerLab

AnswerLab is a research-powered experience strategy firm that helps pioneering leaders make confident decisions in moments of uncertainty. By combining deep human insight, AI-enabled research, rapid prototyping, and validated roadmapping, AnswerLab enables organizations to reduce risk, sharpen strategy, and design experiences that drive meaningful business impact. Trusted by many of the world’s most influential brands, AnswerLab partners with clients globally across technology, financial services, healthcare, retail, and emerging sectors.

View source version on businesswire.com: https://www.businesswire.com/news/home/20260224964351/en/

AnswerLab has partnered with the world’s most innovative brands to uncover deep human insights that shape products, services, and emerging technologies. Now, the firm is expanding its role to a research-powered experience strategy and design firm.