Summary
Today data science, market research, and UX research are predominantly locked up in individual silos. This is a problem because companies are missing out on the full picture, research is repeated, and good insights are going to waste. In this session, Andrew shares how to build a product insights team that enables you to build bridges and tell more holistic narratives about your customers. The talk will cover how to set up the team, the different structures we see, and how you can get started today by getting the teams to work more efficiently together in the interim.
Key Insights
-
•
Combining qualitative and quantitative research provides deeper insights into user behavior.
-
•
Clear communication and collaboration between teams enhance the impact of research.
-
•
Cross-functional teams around shared hypotheses lead to more valuable insights.
-
•
Understanding user preferences can help companies like Spotify tailor their services effectively.
-
•
Data-driven insights should be supported by qualitative research to ensure alignment with user needs.
-
•
Silos in organizations prevent teams from working efficiently towards shared goals.
-
•
A hybrid model of research teams can balance specialization and redundancy.
-
•
Shared understanding in research processes increases organizational buy-in for insights.
-
•
Reducing redundant research can save time and resources while maximizing impact.
-
•
Positioning research teams as value creators, not just service providers, is crucial for success.
Notable Quotes
"Without the feedback that Jim provided, what we’re going to see today would have been a lot worse."
"Combining the what's in the data with the why from user research is where true insights live."
"We realized that with a data-driven approach, we offered more relevant services to our users."
"Every time we deliver insights, it's a team effort and part of the culture we should build."
"There was a lot of great insight living in customer support and marketing that we ignored initially."
"By taking a shared hypothesis, we reduced the number of teams working on the same project."
"We had many cases of repeated research efforts that were simply going to waste."
"It's crucial for research teams to deliver value to the organization, not just individual departments."
"No model is right or wrong; it ultimately depends on the organization's structure."
"Breaking down data silos leads to better collaboration and understanding between teams."
More Videos
"Job security in design is high because the work is complex."
John MaedaMaking Sense of Enterprise UX
June 9, 2016
"We’re talking about different front ends that vary and respect people's different approaches."
Indi YoungThinking styles: Mend hidden cracks in your market
January 8, 2025
"Measuring the wrong success indicators can stifle progress and growth."
Chris ChapoData Science and Design: A Tale of Two Tribes
May 13, 2015
"This unusual tool started to raise the use of productivity-oriented tools."
Elizabeth ChurchillExploring Cadence: You, Your Team, and Your Enterprise
June 8, 2017
"Collectives are communities of practice individuals that have an interest in a particular topic."
Rusha SopariwalaRemote, Together: Craft and Collaboration Across Disciplines, Borders, Time Zones, and a Design Org of 170+
June 9, 2022
"What if we could have a system of accountability that includes a code of ethics?"
George AyeThat Quiet Little Voice: When Design and Ethics Collide
November 16, 2022
"Our mental, physical, and emotional bandwidth is like a battery that fluctuates between being fully charged and completely depleted."
Ariba JahanTeam Resiliency Through a Pandemic
January 8, 2024
"The best outcomes come from shared goals and alignment between teams."
Julie Gitlin Esther RaiceDesign as an Agent of Digital Transformation at JPMC
June 9, 2021
"We can decide how to improve the trust of our users based on the way we are transparent with them."
Matteo GrattonCan Data and Ethics Live Together?
October 1, 2021
