Introducing the first-ever Research Ops Maturity Matrix

Research Operations (ReOps) has quietly transformed the way organizations conduct and scale research. Since its formal introduction in 2018, when Kate Towsey founded the ResearchOps Community, ReOps has grown into a recognized function critical to User Research. Yet despite its immense impact, ReOps has lacked a dedicated framework to assess and enhance its practices – until now.

Existing maturity models, like NN/g’s UX Maturity Model (originally created in 2006 and updated as recently as January 2024), provide valuable insights for User Research but fall short for ReOps. These models overlook operational nuances like governance, participant management, and strategic tooling, leaving ReOps professionals to adapt frameworks that weren’t built for them. This gap has long forced ReOps teams to navigate inconsistencies without a clear roadmap for growth.

That’s why we created the Research Ops Maturity Matrix: to provide ReOps professionals with a framework specific to your unique challenges and workflows. This model helps teams assess their current state, identify opportunities for growth, and take actionable steps toward operational excellence. 

How we built the Research Ops Maturity Matrix

We set out to create something different: a model that reflects the distinct needs of Research Ops.

And we enlisted the help of some amazing ReOps leaders who have been pivotal in the creation and iteration of this model:

💜 Crystal Kubitsky, Product UX & Research Ops Lead at MongoDB

💜 Andrew Warr, Product Manager & Research Leader at Dropbox

💜 James Villacci, Head of Global UX Research at HelloFresh

💜 Bruno Daniele, Head of UX Research Ops at Google

💜 Brad Orego, Head of Research at Webflow

From the very beginning, these contributors were instrumental in shaping this matrix, helping us define its structure, format, and key areas while ensuring it addressed the most critical aspects of ReOps. Their expertise not only guided the foundational design but also influenced the progression between maturity levels, providing invaluable insight into what meaningful growth looks like. 

Beyond the framework itself, they contributed tactical, real-world advice that became the matrix’s cornerstone, ensuring each level includes actionable steps, practical recommendations, and key actions tailored to the unique challenges of ReOps teams. The result is a framework that blends their expertise with our vision, grounded in reality yet offering clear, strategic pathways for growth.

As we built the matrix, we considered the common critiques of maturity models:

• They’re often static and don’t adapt to rapid market, technology, or organizational changes.
• They don’t capture organizational nuances like culture, values, or unique workflows.
• Progress through the stages can feel arbitrary and doesn’t always reflect reality.

We hear these critiques – and we agree. While a maturity model can’t perfectly address the nuances of every team, it can serve as a helpful foundation. By assessing your current state and planning strategic improvements, you can use this matrix to make meaningful progress. Our goal was to create a flexible, practical guide that helps teams:

⭐️ Assess their current practices

⭐️ Identify actionable steps for improvement 

⭐️ Prioritize areas of focus without feeling overwhelmed

You can explore a summarized version of the Research Ops Maturity Matrix below to get started. Access the full version here for deeper insights, actionable recommendations, and a detailed breakdown across all six key areas.

How the matrix is structured

When we started building this model, we initially considered using a traditional stage-based format similar to other maturity models. However, as we dug deeper with our contributors, it became clear that teams rarely fit neatly into a single stage of maturity. 

• A team might excel in governance practices but struggle with knowledge management.
• Another might have robust tools and automation but lack organizational alignment.

This realization led us to adopt a matrix format, which evaluates six key areas of ReOps. These areas, loosely based on Emma Boulton’s 8 Pillars of Research Ops, include:

1. Process & scope
2. Governance
3. Tools & automation
4. Insights activation and enablement
5. Organizational alignment & evangelization
6. Resource & strategy management

Each area is broken down into four levels of growth, with actionable steps that teams can take today to make progress. Importantly, the matrix doesn’t expect teams to overhaul everything at once. Instead, it emphasizes incremental improvements – from low-hanging fruit to more ambitious initiatives.

We intentionally designed this matrix to be both digestible and dynamic. While each area could be expanded further, we kept this first iteration concise to encourage frequent use and regular reassessment. This matrix is not static; it’s a living resource that we expect to evolve over time as teams provide feedback and the discipline of Research Ops continues to grow.

What makes this matrix unique?

ReOps professionals have long lacked a framework that fully reflects the complexity and scope of their work. While existing UX and research maturity models have provided some value, they often felt like a forced fit. For example, they didn’t address critical aspects like:

• Participant recruitment, segmentation, and panel building. 
• Governance of participant data, consent processes, and compliance with regulations like GDPR.
• The integration of tools and automation to streamline workflows and scale research.
• The strategic alignment needed to embed research operations into the fabric of an organization.

The Research Ops Maturity Matrix is designed to address these gaps. Here’s what sets it apart:

• Tailored to ReOps: Unlike generic models, this matrix focuses on the unique operational challenges and opportunities of Research Ops.
• Actionable guidance: Many models stop at describing stages of maturity. This matrix goes further by outlining specific steps you can take to make meaningful progress.
• Dynamic structure: By using a matrix format, the model reflects the reality that teams may be at different levels of maturity across various areas.
• Focus on incremental growth: As Steve Portigal put it, “Maturity is like an elephant – you eat it one bite at a time.” The matrix helps teams prioritize manageable improvements and build momentum over time.

We also recognized the limitations of maturity models, such as their inability to perfectly reflect every team’s unique context. That’s why this matrix is designed to be a foundation, not a prescription. It provides a starting point for reflection and action, with the flexibility to adapt to your organization’s specific needs.

Grab your copy of the full matrix here and start exploring.

How to use the Research Ops Maturity Matrix

The matrix is designed to be practical and actionable and guide continuous improvement. To make the most of it, follow these steps: 

1. Start by researching your function and organization.

Before diving into the matrix, reflect on your current practices and gather a clear picture of your Research Operations. Ask critical questions to guide your self-assessment:

🔎 What types of research are being done?

🔎 How is research prioritized?

🔎 What’s the process for determining research efforts?

🔎 What barriers to research are you facing?

🔎 How would you describe the maturity of research at your org?

🔎 What does your organizational structure look like?

🔎 Is research centralized or embedded in teams?

🔎 Is research leading organizational decisions, or is it pushing from the bottom?

🔎 What do you hope Research will look like in the next 1-5 years?

These questions help you uncover gaps, strengths, and opportunities in your ReOps function. Understanding these elements is crucial before moving forward.

2. Assess your current state.

Maturity is not about perfection. Use the matrix to evaluate your maturity across the six key areas. Keep in mind that maturity is not linear, and your team may be at different levels in different areas. For example, you might excel in governance while needing improvement in knowledge management. Identify where you are today so you can focus on the areas that matter most.

3. Set realistic goals.

Based on your assessment, define measurable improvement goals aligned with your organization’s strategic objectives. For example, you can set the goal of streamlining participant management processes to reduce recruitment time by 20%.

Remember, progress doesn’t mean achieving perfection. The goal is to work toward greater efficiency and impact, one step at a time.

4. Take incremental action.

Focus on manageable steps that create tangible progress. The matrix highlights both quick wins and more complex, long-term initiatives, making it easier to prioritize and tackle improvements. Start with manageable steps that can deliver tangible progress quickly, then plan for larger projects that require more time and resources.

Examples of quick wins: 

👉 Standardizing consent templates to ensure compliance with data privacy regulations.

👉 Creating a simple process for storing and tagging research insights.

5. Monitor external factors and adapt.

Some aspects of maturity are beyond your control. External factors like leadership changes, restructuring, or shifting OKRs can disrupt your progress. While you can’t prevent these changes, you can understand their influence and adapt your approach accordingly. 

6. Track progress and reassess regularly.

This matrix isn’t static, and neither is your organization. Steve said it best: “Organizations change and evolve, and there’s no static point at which we become ‘mature.’ Ideally, we’re always progressing toward more maturity in various aspects of our lives and careers.”

Maturity is a journey, not a destination

The final level of each key area in the matrix deliberately lacks specific actions, not because maturity has an end state, but because growth is ongoing. Even if your team reaches Level 4 in every area (congrats, by the way), there will always be new opportunities to explore. As Crystal said: “In an optimized state, there will likely be opportunities to expand into different contexts where the processes you’ve put in place can extend into other research-related areas, like market research, voice of the customer, or continuous discovery.”

This isn’t meant to feel exhausting or overwhelming. On the contrary, it’s a positive sign that your work is opening doors to new possibilities. Growth is exciting. And it doesn’t stop when you reach Level 4.

That said, it’s important to approach the matrix with nuance. Maturity is not prescriptive, and every organization is different. Keep your culture, values, and specific challenges in mind as you use the matrix to assess and plan your next steps.

Start evaluating your ReOps practice today

The Research Ops Maturity Matrix is a tool, a guide, and an invitation. It’s a starting point, not a final answer and it’s here to help you reflect on your current state, envision what’s possible, and take actionable steps toward greater impact. Whether you’re just beginning to formalize your ReOps function or you’re looking to refine and scale, this matrix offers a roadmap for meaningful progress.

Ready to begin? Explore the matrix today and take your Research Ops practice to the next level.

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👀 Looking ahead: The Research Ops Maturity Matrix is just getting started. This version (v1.0, 2024) is a foundation that will evolve with your feedback and the growth of the ReOps discipline — because progress is never static, and neither are we.