Video: Democratization: Working with it, not against it [Advancing Research Community Workshop Series]

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Democratization: Working with it, not against it [Advancing Research Community Workshop Series]

Wednesday, July 24, 2024 • Advancing Research Community

Jemma Ahmed

Advancing Research Curator

Steve Carrod

Managing Director, DPMG, Ltd.

Chris Geison

Advancing Research Curator

Dr. Shadi Janansefat

Senior Data Scientist, Meta

Christopher Nash

UX Research Democratization Specialist

Summary

Perhaps no word is more likely to get researchers agitated than “democratization.” The debate about democratization is vigorous, though verging on pointless: it’s here and unlikely to be dialed back. And other research functions are talking to customers, running surveys, and conducting A/B testing. In this community workshop, we take a step back and take a broader look at the field of insight. With viewpoints honed in data analytics, market research, and user research, our panelists discuss how democratization has been made to work effectively in their fields for quite some time, and what we can do to imagine a future beyond the debate. Attend all of our Advancing Research community workshops Each free virtual workshop is made up of panelists who will share short provocations on engaging ideas to discuss as a group, as well as a leader in our field to moderate. If you're looking for discussions that challenge the status quo and can truly advance research, look no further than our workshop series. (P.S. We’ll be drawing most of our Advancing Research 2025 conference speakers from those who present at upcoming workshops—so tune in for a sneak peek of what's to come from #AR2025!) August 7, 11am-12pm EDT Watch Video Theme 2: Collaboration Learning from market research, data science, customer experience, and more August 21, 4-5pm EDT Watch Video Theme 3: Communication Innovative techniques for making your voice heard September 4, 11am-12pm EDT Watch Video Theme 4: Methods Expanding the UXR toolkit beyond interviews September 18, 4-5pm EDT Watch Video Theme 5: Artificial Intelligence Passionate defenses, reasoned critiques, and practical application October 2, 11am-12pm EDT Watch Video Theme 6: Junctures for UXR Possible futures and the critical decisions to move us forward October 16, 4-5pm EDT Watch Video Theme 7: Open Call Propose ideas that don’t match our other workshops’ themes

Key Insights

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Democratization means not just access to data, but also empowering teams with the skill to generate reliable insights supported by guardrails and oversight.
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Different insights functions—user research, data analytics, and market research—approach democratization with unique challenges, especially regarding quality control and tooling.
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Tech-enabled frameworks and automated dashboards with clear norms can help remove ambiguity and improve confidence in democratized insights.
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Quality of data is vital; inaccurate data—whether a small or large sample—can lead to flawed decisions affecting the business significantly.
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Democratization isn’t research anarchy; guardrails, training, and dedicated program managers are necessary to scale responsible research.
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Cultural factors, including psychological safety and leadership support, are critical for encouraging teams to share knowledge and expertise without fear.
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Power in knowledge should be shared across the organization; insight teams facilitate rather than hoard power or data.
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Guardrails and aligned success frameworks, including customer-focused KPIs and OKRs, help avoid chaotic or conflicting experiments and insights.
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Broadening democratization beyond interviews to include surveys, unmoderated research, and other methods gives stakeholders more accessible ways to engage.
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Successful democratization requires deliberate investment—a dedicated person or team—to implement, educate, and maintain scalable research practices.

Notable Quotes

"Democratization is not research anarchy where anybody can talk to any customer for any reason with no oversight."

"If you miss any one of these—access to data, insight generation, accuracy, engagement—it’s not truly democratization."

"All data has bias, all data has problems, and all data has limitations. It’s about where on the spectrum that sits and being clear on your provenance."

"Holding onto power too long might backfire because teams can make decisions without data, making you irrelevant."

"You have to say no sometimes. You have the power to put guardrails in place and enforce them."

"Knowledge multiplies the more it is shared; enabling others makes your insights stronger, not your position weaker."

"Junk in, junk out. Bad data is worse than no data at all."

"People often think qualitative research is easier, but it’s hard and easy in different ways depending on who you are."

"Democratization requires intentional investment; you can’t just add it as a bullet point on someone’s to-do list and expect it to work."

"It’s not about power, it’s about guidance—helping people collect and use good data, even in qualitative settings."

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