Put bluntly: the job market right now is not great—and those that are employed are being subjected to intensified workloads and burnout, return-to-office mandates, reduced autonomy, and middle management strain. In the face of this, many UX professionals are considering freelance UX research as a flexible career alternative.
While freelancing is a viable path for those with the right preparation, mindset, and support—in fact, our 2024 State of User Research Report found 5% of respondents were working as freelance UX researchers—it isn’t a magic fix to the woes of the industry. One of the biggest surprises when going freelance? You’re a business owner first, researcher second. You have to get comfortable with marketing yourself, embracing uncertainty, setting boundaries with your time and energy, and ultimately redefining what success looks like on your terms.
This way of working takes some time to get used to and isn’t always a fit for everyone, but the beauty is that there is no one right way to freelance. You get to decide, based on your experience and interests, what projects or assignments you want to take on and what you don’t.
In this article, I’ll dive into what it really takes to make it as a freelance user researcher today.
Looking to make the transition? Check out The Ultimate UX Research Career Kit to help you navigate the research landscape.
What types of freelance UX research work exist?
Freelance UX research projects can vary based on client needs, but it often looks something like:
- Short-term usability testing for teams launching a new product or refining existing experiences
- Longer-term discovery projects or market research
- UX research consulting for organizations looking to build a research practice
- One-off UX audits or heuristic evaluations to help guide early-stage companies
- Fractional UX research leadership for teams without full-time research expertise on staff
The clients themselves usually fall into one of three categories: companies starting to experiment with research, those needing to augment their in-house capabilities, and agencies complementing their in-house staff.
I connected with two research freelancers, Nikki Anderson, creator of The UXR Strategist, and Rachel Kantrowitz, founder of Spark Insights, to hear more about the types of companies they’ve worked with over the years.
Companies experimenting with research
Anderson says she sees a lot of start-ups hiring freelancers to “get a taste” of user research, whether that’s to better understand what it is and how it works or just to get started on a few projects.
Companies needing to augment their in-house research capabilities
While freelancers are definitely in demand on more nimble teams, Kantrowitz describes “doing work for larger organizations who have so much research work that their internal work can’t support it.”
Agencies complementing their in-house staff
“It’s not uncommon for agencies to also have a bench of talent to support work when there’s more capacity or need someone with a special skill or knowledge they don’t have internally,” Kantrowitz continues.
Both Kantrowitz and Anderson noted that, in many of these environments, researchers are brought in as strategic partners, not just tactical executors. Freelancers must be able to go in and quickly identify a business need, build a research plan, and deliver results.
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Why experience matters for freelance UX researchers
I rarely recommend freelancing as an initial step in your career. This isn’t due to expertise but because you’ll need confidence in your practice and multiple frames of reference of how the work is done in different organizations.
You’ll have to navigate ambiguity with little support. This can mean you need to take the lead on scoping projects, educating clients on the value of research and different methods, and communicate with stakeholders who may not have research expertise. These are skills that you develop over time working on a team, collaborating cross functionally, and receiving feedback in senior research roles.
“It’s absolutely essential to collaborate so closely with your stakeholders [as a freelancer],” Anderson says. “This ensures that projects are properly defined, scoped, and that at the end of the project, you deliver exactly what they need.”
Once you have these skills as a solid foundation, freelancing can be the right next step for you.
How to design and market your freelance UX research services
Clarity is key when communicating your freelance services. The most successful freelance researchers often offer a portfolio of services that reflect their experience, values, and preferred ways of working. Think of your services like an a la carte menu, provide multiple offerings that are flexible to be combined or purchased separately.
If you're unsure where to start, reflect on a few questions including:
- What type of research do I love doing?
- What type of problems do I enjoy helping clients solve?
- What kind of teams or industries energize me?
- What type of research support is the market asking for?
Once you have answers to these questions, you can craft a clear marketing statement. An example might look like this: “I help early stage companies run research and de-risk decision making.”
When to say no and how to build a referral network
Freelancing is known to have the occasional feast and famine cycles. This uncertainty is a common point of tension for a freelancer, and many new freelancers feel they need to say “yes” to any project that is offered to gain momentum.
However, taking on a project that falls outside of your values, expertise, or bandwidth can backfire. If your work doesn’t meet the client’s expectations, it may not only cost you future opportunities with them but also damage your reputation within their network.
It’s okay to get information on the project during the scoping process then ultimately say no.
“This information will tell you if you are the best fit for a project or if a project is even doable,” Anderson says. She’s found that, for many projects, the company didn’t actually need user research.
In the case that a project is just beyond what you can offer: refer a friend.
“In the past, I have bowed out and referred a colleague who is a better fit or brought a colleague on in a more advisory role where I pay them to look over materials or advise on things I’m less sure about,” Kantrowitz shares.
In fact, building a solid network of other freelance UX researchers that you can refer will build your credibility, allow you to focus on projects you’ll excel at, and increase the projects thrown your way.
The bottom line: You don’t have to do it all, just do what you do well.
How to get started with freelance UX research
The transition to freelance work doesn’t happen overnight. Begin laying the groundwork with these six steps to build your skills, network, and systems before fully making the leap.
- Sharpen your skills: Focus on continually building your research skills.
- Showcase your impact: Create a simple UX research portfolio site that highlights your experience, exemplifies your previous work, and provides case studies to give clients an idea of how you operate and what will be included in your service packages.
- Tap into your network: Let your former teammates and peers know that you're available to take on projects. They may end up being your first clients or refer you out to others!
- Start small: Look for part-time work or a first project to get your toes wet.
- Practice writing proposals: Meet with prospective clients and draft proposals that include clear deadlines and deliverables.
- Create repeatable systems: Use tools to help manage your workflows. (We’ll dive into this more below!)
Often, people start taking on freelance projects while still holding a full-time job to build up their portfolio and test the waters before going fully freelance. Additionally, it’s wise to consult with a financial advisor to ensure you’re prepared for the increased financial uncertainty that can come with freelancing and to create a plan that supports your stability during the transition.
Essential tools and systems for freelance UX researchers
It pays to set up your structure and ways of working as soon as you decide to go down the freelance path. Some research tools and software you might find yourself needing include:
- Project management: Notion, Trello, or Asana can be used to track project tasks and deadlines with clients.
- Contracts and proposals: Bonsai, Notion, and Miro offer helpful templates.
- Invoicing and payments: Quickbooks, Stripe, or PayPal can make this process smoother.
- Scheduling: Manage participant logistics like screening, scheduling, and incentives with User Interviews and free up time for actual research and client work.
- Communication: Slack or Zoom can help you stay connected with clients.
From UX researcher to business owner
Freelancing an entirely different way of working that requires entrepreneurship and strong boundaries. It can be incredibly rewarding. It’s a craft, business, and practice. Remember to start small and find collaborators. Just because you're solo doesn’t mean you have to do it alone.
Resources on building your network:
Leverage Your Network to Land Your Next UXR Role
