Video: Bringing Customer Research to More Internal Teams

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Bringing Customer Research to More Internal Teams

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Thursday, March 10, 2022 • Advancing Research 2022

Brad Orego

Head of Research, Auth0

Ned Dwyer

Co-founder and CEO, Great Question

Summary

Learn how Brad Orego, Head of Research at Auth0 is bringing research to teams of designers, marketers and product owners. His passion for customer research is infectious and in this 30-minute session, you'll learn his tips and tricks for getting more teams to do great research.

Key Insights

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Establishing a research team from scratch offers the opportunity to implement research operations first, leading to long-term benefits.
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Collaboration among cross-functional teams (design, product, data science) enhances research quality and insights.
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Creating a dedicated Customer Intelligence Alliance helps unify different research methods and communicate findings effectively.
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Training internal teams through monthly deep dives on specific research methodologies improves overall understanding and engagement in research.
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Documentation and consistency in research findings can be enhanced by utilizing templates and structured processes.
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Democratizing research allows various teams to conduct their own studies, theoretically reducing bottlenecks.
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Proactive communication and support are vital for empowering teams to embrace and conduct customer research.
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Operational efficiency is key; increasing research throughput can be significantly achieved by establishing organized processes from the onset.
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Balancing qualitative and quantitative research within teams ensures comprehensive customer insights.
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Utilizing past research methods as templates encourages best practices across diverse teams.

Notable Quotes

"Brad mentioned he was the first research hire at Auth0, tasked with setting up a research team from scratch."

"He noted that there was existing research happening, but it lacked shared knowledge across teams."

"A key benefit of focusing on operations first is the increased throughput of research, from one study per quarter to one per team per quarter."

"Brad learned that showing teams examples of research could accelerate the adoption of best practices and understanding."

"He emphasized that recruiting participants for research is often a major challenge in B2B organizations."

"He described the need for collaboration across data science, product marketing, and UX design to generate holistic insights."

"Brad established the Customer Intelligence Alliance to bring different research perspectives together for better outcomes."

"He acknowledged the importance of continuous education in research practices and methodologies throughout the organization."

"Brad advised to start small in building research operations, encouraging others to pick one or two pillars to focus on first."

"He highlighted the value of democratizing research to empower teams to ask questions and find answers themselves without solely relying on a centralized research team."

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