“Sorry we didn’t have enough time to do user research in this project… you know, we have all been super busy. We should definitely consider doing that in the next round. No, no… we definitely understand the importance of bringing users into the process, it’s just that our deadline was coming up fairly quickly. Next time for sure.”
We have all been there.
There is always a great excuse.
Here’s how to push back when you hear someone in your team trying to move user research to “a further date”.