📆 Date: October 22, 2026
🕔 Time: 12:00 p.m. EST / 6:00 p.m. CET / 9:00 a.m. PST
📍 Location: Online
💸 Free event
Topic: UX Research for New Markets and Product Categories
Speaker: [Maxwell Forrest](linkedin.com/in/maxwell-forrest/ "linkedin.com/in/maxwell-forrest/"), UX Research & Strategy Consultant, helping companies succeed in Asia
Moderator: [Petra Rajkov](sk.linkedin.com/in/petra-rajkov-b75511225 "sk.linkedin.com/in/petra-rajkov-b75511225"), User Researcher @UXtweak
How do you do UX research when your company has zero experience in the market or product category you're entering? In this session, we'll explore why successful companies tend to stumble in unfamiliar territory, where your existing playbook no longer applies.
Drawing on UX research across different markets and cultures, Maxwell will make the case that entering the unknown calls for a different stance than doing the familiar well - the willingness to admit you don't know yet - and share concrete ways to use UX research to figure out the way forward.
Why deep expertise makes companies worse at solving unfamiliar problems - and how to catch it happening in your own team
An assumption audit for surfacing what your existing knowledge is hiding before you design
The common traps companies fall into when they treat a new market as execution rather than discovery
How to build confidence in your findings when there's no baseline to compare against
Takeaways you can apply to your next "unknown" project
Maxwell is a UX researcher who has spent his career helping companies find their footing in unfamiliar territory. As an independent consultant he has helped over 50 companies - including Google, Indeed, and HP - do research in Japan and other Asian markets, and he worked on experimental robotics and new energy systems at Toyota's Woven City.
He is now Senior UX Researcher f
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