Atomizing Research: Trend or Trap
Summary
There has been an explosion of interest in atomizing research, where researchers stop writing reports and instead tag individual insights in a database. The theory is that this will unlock your insights, making them findable and reusable. But does it work, and should you be doing the same? At Microsoft we tried it: Five years, 40,000 insights, 20+ research teams, and 17,000 unique users. So what have we learnt? We learnt that a structured insight library can be worth the effort. But we also learnt that atomizing insight can be taken too far. We learnt that context is critical. We learnt that short term efficiency is king, and that the required culture change is hard. And through this journey we’ve begun to discover how to blend atomized insight with your traditional research process.
Key Insights
-
•
Traditional research repositories often become burial grounds for insights, making it hard to find or connect reusable knowledge.
-
•
Shifting to atomic research focuses on individual insights as the fundamental unit rather than entire reports, enabling search, link, and remix.
-
•
Microsoft’s HITS system tracks dozens of thousands of insights connected across products like Windows, Xbox, and HoloLens.
-
•
Creating durable, reusable research insights requires overcoming strong human cognitive biases like hyperbolic discounting and in-group favoritism.
-
•
A culture of continuous curation and managerial priority is essential but challenging to maintain over time.
-
•
Immediate tactical value is key to motivating researchers to contribute to reusable knowledge rather than only producing one-off reports.
-
•
Allowing insights to emerge organically by observing reference patterns reduces complexity compared to rigid categorization of durable vs. raw observations.
-
•
Researchers and product teams benefit greatly from direct linking to specific insights and underlying evidence within their day-to-day workflows.
-
•
Handling conflicting insights involves encouraging researchers to collaborate and rationalize perspectives through syntheses rather than top-down arbitration.
-
•
The just-in-time curation approach folds creation and connection of reusable insights into immediate research tasks, reducing friction and cognitive load.
Notable Quotes
"Repository to me has a connotation of a place where stuff goes to sit and collect dust."
"What if the atomic unit of research wasn’t the reports, but it was the insight within those reports?"
"We wanted a living network of knowledge so yesterday’s insight connects to today’s evidence and tomorrow’s learning."
"Curation is super important, but also super hard."
"You have to push against 200,000 years of human evolution to get researchers to create reusable knowledge."
"Product teams want quick, grab-and-go research results, but reusable insights are more abstract and take longer to digest."
"Providing immediate tactical value is the big one for just-in-time curation."
"Standalone insights destroy the researcher’s ability to storytelling and engagement."
"Durable insights can emerge organically based on usage and referencing patterns in the system."
"The challenge is whether your organization has the energy to overcome cultural and technical barriers driving researchers back to disposable knowledge."
Or choose a question:
More Videos
"When teams are connected to real strategic missions and own their key results, OKRs become positive."
Bria Alexander Benson Low Natalya Pemberton Stephanie GoldthorpeOKRs—Helpful or Harmful?
January 20, 2022
"Disruptive innovation doesn’t happen overnight; you have to practice, fail, learn, and have patience."
Jeff GothelfInnovation Studios: the Engines of Enterprise Experimentation
May 14, 2015
"The panels help researchers test assumptions, check cultural sensitivities, and quickly iterate globally."
Wyatt HaymanGlobal Research Panels
August 8, 2020
"We balance AI speed with human depth to maximize value without sacrificing empathy or rigor."
Gillian Salerno-Rebic Mark MicheliFrom Insight to Impact: How JourneySpark Used WEVO Pulse + Pro to Drive a 50% Lift in Ad Engagement
June 11, 2025
"A big challenge is that a lot of governmental sites are filled with legally correct but totally incomprehensible content."
Yalenka Mariën Marie MervaillieDesigning for Digital Inclusion in the Belgian Government
December 8, 2021
"Efficiency doesn’t necessarily reduce workload; it often results in burnout rather than leisure time."
Angelos ArnisNavigating the Rapid Shifts in Tech's Turbulent Terrain
October 2, 2023
"It was like arriving to your home after a long day and just right to rest but at the same time you know you could not wait to continue working."
Benjamin RealMaturity Models: A Core Tool for Creating a DesignOps Strategy
October 1, 2021
"Germany is a large federation with 16 federal states and an additional European Union layer, making digital service delivery quite complex."
Magdalena ZadaraZero Hour: How to Get Far Quickly When Starting Your Digital Service Unit Late
November 16, 2022
"If you can get all the people in an organization rowing in the same direction, you could dominate any industry at any time."
Billy CarlsonIdeation tips for Product Managers
December 6, 2022
