You can access the need for human factors by analysing your product or process in a critical way. If you feel there is a fault in the existing product or process; then you need to incorporate human factors to understand the loophole and work on it in a progressive way.

Incorporating human factors in your product comes at a reasonable cost but can yield massive value in your revenue and also helps you be more cost-effective and time saving. It not only attracts more audience and help in conversions but also saves you from last minute glitches and any extra cost.

You can get the right kind of help by understanding your end goal as to what you finally want to achieve from the user experience.
Once you have clarity over what is the issue and what you need to fix; contact a professional society like Human Factors and Ergonomics Society for help. You can also consult a consultancy who can help you solve your issue. Reaching out to Psychology Research Institutes, Engineering Departments, also helps as they are efficient in showing you a direction when it comes to solving a problem.

Usability associates are usually individuals who are experienced in problem solving. A usability associate starts by understanding your problem, asking you questions , collaborating and then preparing a statement of work that is in mutual agreement of the problem.
Once the issue is addressed, a solution based approach is prepared by understanding your needs and mentoring you over making the necessary changes that will help you grow in future.