The Macro-Middle-Micro Framework
by Judd Antin • Former Head of Research at Airbnb & Meta at Independent Consultant
Judd Antin is a veteran design and research leader who built the user research practice at Facebook and served as Head of Research at Airbnb. His teams have produced research leaders for Figma, Notion, Slack, and Robinhood.
🎙️ Episode Context
Judd Antin argues that the user research discipline is facing a 'reckoning' due to an over-reliance on middle-range research and performative practices. He introduces frameworks to shift research focus toward business impact, defines the modern '5-tool researcher,' and explains why PMs and researchers must fundamentally change their collaboration model.
Problem It Solves
Solves the issue of research teams doing low-impact work that slows down product development without driving business value.
Framework Overview
A classification system for research impact. Teams should maximize Macro and Micro research while minimizing the nebulous 'Middle Range' research that often confirms biases or states the obvious.
🧠 Framework Structure
Focus on Macro: Strategic, forward-lo...
Focus on Micro: Tactical, fast evalua...
Eliminate Middle Range: Avoid vague q...
When to Use
When planning the quarterly research roadmap or prioritizing research requests from PMs.
Common Mistakes
Spending weeks on 'understanding the user' (Middle) without a specific business decision to inform, leading to 'nice to know' but useless reports.
Real World Example
The 'Multimillion Dollar Button' at Airbnb. Micro-research revealed users were scared of a specific button CTA. Changing 7 characters fixed the funnel drop-off and made millions in 48 hours.
Product managers love to ask for middle range research that they can use to justify decisions they're reluctant to make on their own.
— Judd Antin