Your product roadmap can basically set your life course as a designer/researcher so why is it so often that User feedback can get lost in the discussion over “Feasibility” of implementation. Without a clear Roadmap Research and Design can often not have the lead time needed for activities. Leading to a state of forever catching up and being reactionary. I am here to talk about my successes and failures trying to bring the user back into the roadmap discussion. I will touch on different prioritization techniques and other research activities that helped me in the fight to bring research into the discussion. Without Research influencing product strategy the product might only have internal stakeholder influence and we all know how that goes.