Under My (Research) Umbrella: The Benefits and Challenges of Building a Unified Insights Function
Summary
Key Insights
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Research carried out across different departments often duplicates efforts due to lack of awareness and coordination.
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Variable research quality across teams harms the overall credibility of insights in an organization.
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Research democratization can be misleading; focusing on enabling customer connection is a better approach.
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A unified insights function can reduce noise by presenting a coherent voice and improving collaboration between insight-generating teams.
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At Airtable, separating market research, UX research, strategic research, and research operations under a unified function improved efficiency and quality.
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Data science teams often remain separate from qualitative research teams, but some companies are pioneering integration of qualitative and quantitative insights.
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Starting with small collaborations and proving value is critical before scaling a unified insights team.
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Research reviews facilitated by program managers increase quality, creativity, and learning across research projects.
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Insight primers synthesize market data, customer problems, and business impact to inform strategy and planning.
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Insights councils foster cross-functional collaboration, prevent duplication, and build a shared understanding of customer experience.
Notable Quotes
"Does the fact that you can count the change in your pocket make you a mathematician? No, of course not."
"I much prefer customer connection. We are not teaching non researchers how to do research. We are enabling them to connect with customers."
"We have all these different people throwing insights over the wall and it’s great, but it’s too much."
"Research is research. An executive doesn’t care which team conducted it."
"When the product team asked the UX research team to understand the needs of IT decision makers, we pointed them to existing market research."
"Starting small, pick your closest collaborator, provide and prove value before trying to scale."
"We’re not doing this for the good of research. Research is merely a means to an end."
"A research review can increase awareness, improve quality, maintain high standards, provide learning, and promote creativity."
"Insight primers help you identify opportunities, customer problems, and develop strategies."
"Executives will always play a crucial role in whether you have a unified insights team or if you have to collaborate."
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