BIMA Masterclass | The Importance of User Research Within a Business

Posted by BIMA

Online event. You will receive connection details after registration.

BIMA Members only

The 3rd Tuesday of every month is the regular spot for BIMA’s new masterclass programme – offering digital professionals practical solutions that can be used within the workplace.


User Research is of paramount importance to your business success. If you don’t truly understand your users, you can’t design products and services that meet their needs. This masterclass will explore the concept and importance of User Research and when and why it should be used.

What will you learn?

This masterclass will combine short talks with facilitated group discussion and practical challenges. Takeaways will include:

– Understanding the importance of the ‘user’ in your entire project/business/organisation

– How to frame a research enquiry and design an approach

– Methods for eliciting user insights

Who’s it for?

This hands- on, interactive masterclass is designed exclusively for BIMA members and is suitable for anyone working on projects that have a user somewhere in the journey. It will be particularly beneficial for those working in business analysis, digital strategy, service design, data and change management, product or project management and UX – don’t miss out as spaces are limited to one per organisation. Sign up now.

For more information on becoming a BIMA Member visit the BIMA Site or email

Your Facilitators:

Angela Prentner-Smith, MD and Founder of This is Milk

Angela is MD and founder of This is Milk – an award-winning digital strategy and consultancy business. A highly skilled, inspiring and innovative digital leader, Angela has an unwavering dedication to customer and human-focused design. She has been working in digital since before it was even called digital – embedding human-centred design practices into change and software programme methods, products and services. Following a long career in large transformational change programmes across the public and private sector, since starting This is Milk, Angela has worked with digital agencies, start-ups and established businesses.

Most recently, Angela was a SWIB Celebrating Women Communicator Award Finalist 2017. Finalist for the 2016 Inspiring City Awards, for Outstanding Contribution by a Young Business Leader and included in Business Insider’s 20 Women to Watch.

Kate Pickford , Marketeer, Multimedia designer

Kate is a marketeer, multimedia designer and business owner. She has worked across multiple industries, including financial services, digital design/website development and the public sector.

After receiving her post-graduate in multimedia design, Kate went on to work with the likes of Line, Dog, and Peach Digital before moving over to more ‘client-side’ roles within Citibank, Standard Life and Prudential. While at Prudential, as a Multimedia manager, she developed strategy and content to better communicate complex financial products and regulated messaging to customers and wider stakeholder groups including extensive IFA networks. After the ‘Pru’ Kate held the role of Head of Client Services with Peach Digital, managing a team of account managers working with clients across the theatre and cinema sector, including Vue Cinemas and Everyman. As the marketing lead for This is Milk, Kate is involved in nearly all aspects of the business operations from developing campaigns and marketing strategies to user research, report writing, pitch development, consultancy work and training. She lives with her partner Matt and their cat Monkey.

This Masterclass is delivered in partnership with This is Milk:

Please note: As this is a joint event your data will be shared with This is Milk and BIMA.

Your data is important to us and we’re committed to protecting it. We have updated our policy to make it easy for you to understand your choices and the control you have over your data. Please review here.


Tue, 20 Apr 2021
10:00 - 11:30


BIMA is Britain’s digital community.

Our mission is to drive innovation and excellence across the digital industry. We are the connectors, thought leaders, champions and change makers determining the shape of Britain’s digital economy.

Our strength is in our structure. We are powerful because our members make us so. BIMA councils set the agenda in digital hubs around the country and our Think Tanks aid industry leaders and practitioners to fuel the future. Our communities underpin everything that we do.

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