Rosenverse
Bringing Customer Research to More Internal Teams

This video is only accessible to Gold members. Log in or register for a free Gold Trial Account to watch.

Log in Register

Most conference talks are accessible to Gold members, while community videos are generally available to all logged-in members.

Bringing Customer Research to More Internal Teams

Gold
Thursday, March 10, 2022 • Advancing Research 2022
Share the love for this talk
Bringing Customer Research to More Internal Teams
Speakers: Brad Orego and Ned Dwyer
Link:

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

  • Starting a research practice with operations first enables a 10x increase in research throughput by establishing consistent methods and infrastructure.

  • Democratizing research lets hundreds of team members conduct their own studies, reserving the core research team for complex, cross-product questions.

  • Creating a cross-functional Customer Intelligence Alliance (CIA) with data science, product marketing, and competitive intelligence improves insight generation and alignment.

  • Recruiting research participants remains one of the biggest challenges, especially balancing enterprise and free/self-service user access.

  • Monthly research deep-dive workshops and on-demand training help build research maturity and consistent quality among internal teams.

  • Templates, note-taking frameworks, and review checkpoints are critical to maintaining documentation quality and meaningful insight sharing.

  • Early demonstration studies that show research process and outcomes can accelerate adoption and maturity among internal stakeholders.

  • Research ops frameworks like the 'eight pillars' help prioritize focus areas like tooling, knowledge management, and infrastructure when building or scaling a practice.

  • A centralized research team can tackle complex, strategic questions beyond individual product scope, such as broad user sign-in behavior.

  • Continuous collaboration between qualitative and quantitative research teams, including data science, improves understanding and validates hypotheses.

Notable Quotes

"We went from about one study per quarter to about one per team per quarter — about a 10x increase — which is absolutely insane."

"I should have done a few studies first to show people what it looks like, so they could copy templates and methods."

"Recruiting sucks, especially in enterprise B2B, so building robust recruiting pipelines and processes was critical for us."

"We’re not gatekeepers; we’re here to make sure research is accurate, efficient, and impactful, not to block people."

"The Customer Intelligence Alliance brings together research, data science, product marketing, and competitive intelligence in regular discussions."

"Different perspectives across functions generate insights you never would have thought of on your own."

"We do monthly research deep dives on different methods with examples and practice, open to anyone in the company."

"If someone does research and says 70% of users do X, I remind them you can’t make quantitative claims with qualitative data."

"Research is a freight train barreling through the company — build the stations and rails first with operations or risk derailment."

"Start doing operations now; you don’t need a dedicated team to begin and it puts you at the top when jobs open."

Ask the Rosenbot
Tricia Wang
SCALE: Discussion
2018 • Enterprise Experience 2018
Gold
Liam Thurston
Why Your Design Team Is Quitting, And How To Fix It
2022 • Design at Scale 2022
Gold
Bria Alexander
Opening Remarks
2021 • Design at Scale 2021
Gold
Nicole Bergstrom
AccessibilityOps: Moving beyond “nice to have”
2024 • DesignOps Community
Andy Polaine
What is the role of service design in product-led organizations?
2024 • Advancing Service Design 2024
Gold
Kim Holt
A Salesforce Panel Discussion on Values-Driven DesignOps
2022 • DesignOps Summit 2022
Gold
Cara Maritz
The Art of Extrapolation
2023 • Advancing Research 2023
Gold
Kristen Guth, Ph.D.
Out of the FOG: A Non-traditional Research Approach to Alignment
2023 • Advancing Research 2023
Gold
Kayla Farrell
What It's Like To Be a User Researcher at Compass
2021 • Advancing Research 2021
Gold
Yasmine Khan
Checking Bias and Listening to Financially Vulnerable Americans
2020 • Advancing Research 2020
Gold
David Cronin
The GE Design System and Thoughts about Craft at Scale
2015 • Enterprise UX 2015
Gold
Bria Alexander
Opening Remarks
2023 • Advancing Research 2023
Gold
Jon Fukuda
Theme One Intro
2022 • DesignOps Summit 2022
Gold
Anupama Dhareshwar
From blueprint to bot: Designing resilient AI-powered services
2025 • Advancing Service Design 2025
Gold
Steve Baty
Discussion
2016 • Enterprise UX 2016
Gold
Victor Udoewa
Theme One Intro
2023 • Advancing Research 2023
Gold

More Videos

Dantley Davis

"It was a tax I had to pay my entire career — balancing the work and trying to lift my community."

Dantley Davis

Leadership & Diversity—A Fireside Chat with Dantley Davis

September 17, 2020

Frances Yllana

"Leaders should look for ways to get firsthand experience with these tools, not just rely on media."

Frances Yllana Jorge Arango Maria Taylor Briana Thomas

The Big Question about Impact: A Panel Discussion

September 24, 2024

Jim Kalbach

"I feel like I helped to create the environment that that came from, so I certainly have responsibility."

Jim Kalbach

Peace is waged with sticky notes: Mapping Real-World Experiences

June 14, 2018

Sarah Kinkade

"We needed to revise our plan; we couldn’t just keep adding talented folks and hope everything falls into place."

Sarah Kinkade Mariana Ortiz-Reyes

Design Management Models in the Face of Transformation

June 8, 2022

Reginé Gilbert

"Collaboration is key. I'm never alone in a Peloton class, even at 4:30 in the morning."

Reginé Gilbert

Asking the Right Questions: Life, Hope and Moving Forward During the Pandemic

June 10, 2022

Robin Beers

"A living systems lens urges us to see wholes, holes, and interdependent relationships in organizations."

Robin Beers

Navigating organizational systems: Rethinking researcher’s role in driving change

March 13, 2025

Paul Ford

"Process and discipline got thrown out the window, but we really need new processes that incorporate these new AI tools."

Paul Ford

New work, new words: A glossary for AI

June 9, 2026

Dan Donald

"If you don’t continually check whether people are benefiting, the system’s reputation can quickly suffer."

Dan Donald

Design Systems as a Vehicle for Systemic Change

June 1, 2023

George Abraham

"The components you design in Sketch or XD come with matching coded components in the app builder, so what you design is what you get in code."

George Abraham Stefan Ivanov

Design Systems To-Go: Reimagining Developer Handoff, and Introducing App Builder (Part 2)

October 1, 2021