User research isn’t a checkbox, it’s a relationship

How an award-winning team of designers, researchers and early years specialists put empathy at the centre of their research – creating an innovative app that genuinely supports family connection 

By Russell Stanton, Head of Quantitative Research 

How do you design an app that combines cutting-edge early years research with deep empathy for the pressures of parenting? Play Moments are on a mission to help parents nurture meaningful connections with their children, especially when life is at its most overwhelming.  

To create a platform that genuinely supports families, they spent time in playgroups, listening to parents and observing the emotional and practical challenges that shape family life. 

They also conducted quantitative research with a difference: By engaging a trusted specialist panel of parents, instead of the traditional high-volume approach, they engaged with a diverse group of real parents who were willing to be candid about the realities of family life.  

The result? Insights that didn’t just inform the product, but helped completely reframe how Play Moments thinks about supporting parents…  

The Play Moments story 

I spoke with Ioana Axinte, Co-Founder of Play Moments, about how she believes the most successful products draw on lived experience at every stage of development. Ioana said: 

“Every parent wants to give their child the best start in life. But as the pressure to ‘get it right’ is growing, while finances tighten, support networks shrink and life feels more uncertain, even small bonding moments can feel hard to find."

“We created Play Moments to bridge the gap between early years expertise and everyday parenting, using technology designed with empathy, understanding and real-life family needs at its core.” 

To make something truly supportive, we had to go beyond assumptions 

We wanted to hear directly from parents. What really helps? What gets in the way? What motivates them when it comes to their child’s development?  

We followed a mixed approach: Qualitative sessions helped us understand why certain behaviours happen by hearing parents’ challenges in their own words. A quantitative survey exposed the scale of the challenges and showed which families feel them most intensely, helping us prioritise areas with the biggest impact. 

Combined, the two approaches allowed us to design for a diverse range of parents and children. However, because we initially used free-find methods, it took considerable time and resource to reach the right voices. That’s where People for Research came in…  

The best insights came through building trust 

We partnered with People for Research to conduct a survey with a specialist panel of UK parents with children aged two – eight years old.  

“Sensitive topics require researchers to create emotional safety. Working with a partner who already has trusted relationships changed the experience entirely.” 

We were able to run richer research sessions with participants we could trust, providing greater depth and meaningful insight.  

We prioritised diversity in research and design 

PFR found us a diverse pool of participants, including first-time parents, parents of children with additional needs, single parents, and those juggling work – voices that are often overlooked in research.  

“We were rewarded with a fuller picture of modern family life, capturing both the joy and the pressure of raising a child.” 

The research also highlighted that support isn’t one-size-fits-all: some parents are seeking reassurance and confidence, while others want straightforward, practical tools that can be easily woven into daily routines. 

We discovered that for parents, confidence-building is key 

One of the most valuable insights was that parents aren’t looking for more information; they’re looking for clarity and confidence. Many told us they already Google, ask friends, or scroll through parenting groups, but what they really want is one simple, trusted action they can take right now. 

Another big learning was the emotional side of support. 

“Parents didn’t just want strategies, they wanted to feel seen, capable, and not alone. That shifted our design approach completely. We realised Play Moments shouldn’t just deliver advice; it should coach confidence.” 

We see user research as a continuous feedback loop 

From early concept testing to post-launch reflections, we’re already embedding small research sprints into every stage of development. And we plan to keep co-designing with parents, practitioners, and early years professionals as we grow. 

“User research is now at the heart of how we build. Every time we’ve involved parents early, the product has become simpler, more human, and more effective.” 

Ultimately, Play Moments is only successful if it truly fits into real family life. So, research is something we’ll keep doing, again and again, as part of how we listen, learn, and build better. 

There is so much value in real, human connection 

We could only create our app by learning more about people’s lives, what they’re juggling, what motivates them, and what they’ve quietly given up on.  

“Partnering with People for Research made such a difference. They already have the infrastructure, relationships, and trust with participants, which meant parents were far more open and willing to share their real experiences.” 

How to apply Play Moments’ insights 

Ioana highlighted how real understanding comes from listening closely and building trust. Here are my key insights from our chat: 

User research isn’t a checkbox, it’s a relationship

Keep your methods simple and human. When people see how their input genuinely shapes a product, they become your strongest advocates. Show people their voice matters. The more you listen and build rapport with your users, the more your product earns its place in their lives.  

Create a sense of safety

Especially for sensitive topics. When there is real trust, the conversation becomes richer and the stories more honest. To help you, choose a participant recruiter who has already built an authentic participant community, where mutual trust is high.  

Emotional insight is product insight

When it comes to user testing, you can easily over-focus on the practical elements. Fostering genuine empathy yields deeper insights: In this case, parents didn’t just want advice; they wanted reassurance. Unlocking the emotional layer helped rebalance Play Moments’ focus on coaching confidence.  

Research as a continuous loop

Effective user research isn’t a one-off, it’s a continuous feedback loop, from early concept testing to post-launch reflections. Don’t wait for a polished prototype to begin. Test ideas as you go and you’ll uncover what truly resonates.  

Final thoughts 

When I asked Ioana to use one word to describe her experience with PFR, she said “agile!”  

“You truly supported us at every stage, adapting quickly to our needs, finding the right participants, and overdelivering on both quality and communication. It felt like working with a partner who genuinely wanted us to succeed, not just complete a project.”

Our sincere thanks to Ioana and the Play Moments team for bringing us into their remarkable mission. Their devotion to uncovering and addressing their users’ emotional needs made this partnership both insightful and inspiring. 

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