I believe that design informed by research results in a better user experience. Unfortunately, there is still a trend where genius level design is seen as the appropriate way to craft the right user experience. An approach that is often driven by the false expectation that users just want a "faster horse" and it is the designer who truly knows what is best.
I use my training to advocate for the full UX approach which starts with (and follows through) with research. Working with designers I collaborate in the creative process by helping the creative team identify intent and validate it with research. With this approach, I help designers hone their instinct and craft solutions that truly meet the needs of our users.