Summary
Businesses are increasingly demanding that insight functions—market research, CX, data science, and user research—collaborate to consolidate knowledge and avoid duplicating work or telling conflicting stories. As a result, researchers are shifting from knowledge generation to insight curation. However, there is no one-size-fits-all model. In this session, leaders from diverse disciplines will explain why curation is essential, share practical structures and strategies for knowledge sharing, and offer actionable steps to drive effective, integrated insight within organizations.
Key Insights
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Focusing on the right research questions is more important than dividing work by methodology in converged insight teams.
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Collaboration between UX, market research, data science, and product marketing enriches insights and improves business decisions.
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Shared learning agendas and understanding roadmaps help coordinate decentralized research efforts and prioritize key questions.
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Embedded researchers gain critical context from product teams, but balance is needed to maintain unbiased, neutral perspectives.
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Tracking insights-to-action ratios with clear syntax and databases drives organizational accountability and demonstrates research impact.
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The ability to facilitate knowledge transfer and participatory insight generation becomes a crucial emerging skill for researchers.
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Cross-disciplinary fluency among researchers, data scientists, and PMs is essential for effective communication and question framing.
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Root cause analysis and tri-data triangulation are increasingly valuable for uncovering the ‘why’ behind user behavior.
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AI tools can efficiently synthesize and distill large bodies of secondary research, freeing researchers for more strategic work.
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There is a growing shift toward researchers adopting storytelling and strategic foresight to lead with opportunities, not just problems.
Notable Quotes
"If we think about accelerating learning velocity, it's about creating specific altitudes of research questions to answer for the organization."
"The real juujitsu is how to get people to internalize insights, not just store them in decks or docs."
"It doesn’t matter how much data you have if you don’t ask the right question."
"In decentralized teams, the risk is redundant insights and lack of cumulative knowledge."
"The insights to action ratio tracks how many insights are acted upon, providing measurable impact."
"The minimum bar for collaborative insight generation is the ability to speak the same language across disciplines."
"There’s a trade-off between rigor and impact, and a semi-embedded model often balances these best."
"Root cause analysis helps identify not just what is happening, but why it's happening, especially when more people have access to data."
"AI tools can help synthesize large documents or conduct literature reviews to support researchers’ secondary research."
"Storytelling and facilitation are becoming more important than just hard research skills for driving strategic product decisions."
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