Summary
Now that you’ve collected that great design research, integrated qualitative with quantitative, and put it to work into making products and services better, it’s time to get double the mileage (influence) from those same insights and use them toward corporate strategy. The missing element from the traditional business strategy process is the critical insights that come from (mainly, qualitative) user research. Our peers use qualitative market research that misidentifies business opportunities (and solutions) because they have an incomplete frame. With the right tools, processes, and framing, your research can influence decisions of WHAT products and services get green-lit.
Key Insights
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Design researchers possess unique insights into customer behavior that are critical for corporate strategy.
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Most organizational strategies are poorly formulated and disproportionately reliant on outdated or quant-centric research methodologies.
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Corporate strategies should be continuous, evolving, and informed by real-time customer insights.
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Building networks within the organization is crucial for design researchers to influence strategy appropriately.
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Using storytelling techniques to communicate research findings can significantly enhance their impact on strategic decisions.
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Integrating both qualitative and quantitative research leads to a more comprehensive understanding of customer needs.
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Tools like the business model canvas can bridge the gap between design research and strategic value creation.
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It’s essential to align research insights with the organization's mission to highlight their importance.
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Leadership can arise from any level in the organization, especially through effective communication of insights.
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Understanding and influencing organizational culture is vital for the successful integration of research into strategy.
Notable Quotes
"If you've done your research well, you now have a better understanding of your users than most others in your organization."
"Most strategy is done poorly... misleading and often ignored after it’s produced."
"Research is the only way to validate the assumptions made within the organization."
"Better strategy requires better research, and that’s where your work comes in."
"Most people who do strategy don't consider researchers as part of the process."
"Your insights connect to the organization’s mission, goals, and performance."
"Don’t promise regular reports you can't fulfill; share insights periodically but without overcommitting."
"To increase trust in your findings, present your information in a way that looks scientific and accurate."
"Business culture can resist change, especially when it confronts established beliefs about the market."
"Your creativity and critical thinking skills are your strengths and align perfectly with leadership goals."
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"We looked at number of errors to complete that task, so pretty basic metrics."
Discussion
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Benjamin Wiedmaier Annie MayfieldRedefining Toolkits: Unbundling to Create a Perfect Match
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"We had to remind ourselves that nothing is a sprint; change management is an ongoing effort."
Eniola OluwoleLessons From the DesignOps Journey of the World's Largest Travel Site
October 24, 2019
"It’s worth taking the risk to ask community members what they want."
Justin Entzminger Terrance Smith Tracy M. Colunga Mai-Ling GarciaRisk and Reward: How to Diversify the Field of Civic Innovators and Designers
November 17, 2022
"This conference could not happen without our sponsors, so thank you."
Bria AlexanderOpening Remarks
October 4, 2023
"You can use this to define who you are going to hire next."
Holly ColeUnderstanding Experiences: When you have to do more than work
November 8, 2018
"Context is not a container; it's a dynamic construct that shapes human experiences."
Mohammad Hossein JarrahiContextuality problem: Exploring the Benefits of Qualitative and Quantitative Research
January 20, 2023
"Reducing cognitive load on decision makers helps them work with the data more effectively."
Brad Peters Anne MamaghaniShort Take #1: UX/Product Lessons from Your Industry Peers
December 6, 2022
