Rethinking Audience Engagement: What UX Research Taught Me About Communication Design

At Tipton Studio, we specialize in creative communications—from brand messaging to print campaigns and digital design. But during a recent UX Research presentation by Kathi Kaiser, I realized there was an essential layer I had yet to fully explore in our work: user experience research.

Hosted by the UX Researchers’ Guild and moderated by Jess Vice and Raymond Lee, the session focused on how we can draw from competitor comparisons and cognitive science to enhance how people interact with our communications. It challenged the assumption that UX research is only for tech or product teams. In reality, it’s a vital tool for any business that wants to deepen its connection with its audience—including communications firms like mine.

Kathi shared how UX research reveals what users really think and feel—beyond what they say. She offered practical, real-world insights across industries showing how comparisons shape perception and feedback. That cross-domain thinking made one thing clear: if I’m not researching how people interact with Tipton Studio’s messaging—from our website to our print pieces—I’m missing valuable opportunities to serve them better.

So now, we’re beginning to integrate UX research into our process—not just for creative refinement, but for deeper alignment with the people we’re here to reach. It’s a new layer of intentionality that I believe will make our work more impactful, relatable, and effective.

This experience reinforced what we always strive to do at Tipton Studio: not just create beautiful communications—but ones that connect, convert, and endure.