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
-
•
Design researchers possess unique insights into customer behavior that are critical for corporate strategy.
-
•
Most organizational strategies are poorly formulated and disproportionately reliant on outdated or quant-centric research methodologies.
-
•
Corporate strategies should be continuous, evolving, and informed by real-time customer insights.
-
•
Building networks within the organization is crucial for design researchers to influence strategy appropriately.
-
•
Using storytelling techniques to communicate research findings can significantly enhance their impact on strategic decisions.
-
•
Integrating both qualitative and quantitative research leads to a more comprehensive understanding of customer needs.
-
•
Tools like the business model canvas can bridge the gap between design research and strategic value creation.
-
•
It’s essential to align research insights with the organization's mission to highlight their importance.
-
•
Leadership can arise from any level in the organization, especially through effective communication of insights.
-
•
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."
More Videos
"We are still figuring out how to measure the value of design."
Kristin Skinner Kamdyn MooreGroup Activity: A Deep Dive Into Value and Outcomes
October 23, 2019
"We think in environments and with the things around us."
Jorge ArangoThe Best of Both Worlds: How to Integrate Paper and Digital Notes (1st of 3 seminars) (Videoconference)
April 5, 2024
"The video board is a digital canvas where your research comes to life."
Prabhas Pokharel Mayo NissenOrder and Chaos: New Ways of Collaborating on Synthesis and Storytelling
March 10, 2022
"Two out of five people live with a disability, making this an essential market to address."
Sam ProulxMobile Accessibility: Why Moving Accessibility Beyond the Desktop is Critical in a Mobile-first World
March 10, 2022
"We want our research to drive decisions, not just be a box checked off."
Roberta Dombrowski Sam Duong WoloszynskiMaking Research a Team Sport
March 11, 2022
"We're creating a kind of paralysis through hyper complexity."
Josina VinkNavigating the pitfalls of systems thinking in service design
December 4, 2024
"It's imperative to maintain hope, even when the harshness of reality suggests otherwise."
Angelos ArnisNavigating the Rapid Shifts in Tech's Turbulent Terrain
October 2, 2023
"We can leverage our strengths with customers by directly going to large businesses."
Ted NewardTheme 4: Enterprise Organizational Journey
June 4, 2019
"There are always chances to revisit challenges in the future."
Maria SkaadenPanel Discussion: Methodologies and Work Environments
November 8, 2018
