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Summary
Your growing body of under-utilized research learning is a business asset – but only if you can find ways to connect more insights into product decisions. It’s much easier said than done. After all, insights come in many shapes and sizes. And the particulars of how product planning decisions get made are highly varied, to say the least. There’s never going to be one pathway for any and all insights to cross the chasm from “past learning” to “active rationale for a plan.” In this session, Jake Burghardt will share a range of pathways for how new and existing research can reach planning deliverables and decisions. Jake will give attendees a new view on ideas from his book "Stop Wasting Research" – helping you to think bigger about how your research community might advance your insights forward. You’ll walk away with a menu of possible action ideas to choose from based on your own organizational context.
Key Insights
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Research waste is valuable customer insight that goes unseen or unused in planning, costing organizations missed opportunities.
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Turning every study plan into a report that combines new data with existing evidence creates a durable knowledge asset.
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Building an impact tracker collaboratively helps research teams track influence on backlogs, goals, and product launches.
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Continuous rediscovery means reusing past research to answer new questions quickly, reducing the need for redundant studies.
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Broadcasting new research widely within an organization leverages the natural halo effect to increase visibility and uptake.
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Creating concise insight summaries tailored to owning teams improves targeted communication and encourages action.
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Prioritizing insights based on customer and leadership interests enables research to influence strategic decisions.
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Integrating research into teams' planning and backlog processes requires established trust and demonstrates clear value.
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Fostering internal research communities promotes shared standards, cross-disciplinary collaboration, and cumulative impact.
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Viewing research as a design material helps tailor insights in formats easily consumable and actionable by decision-makers.
Notable Quotes
"Stop Wasting Research is really about thinking about research at scale and providing a big menu of different directions to try."
"Research waste is valuable customer insight that was unseen, ignored, or unintentionally left out of planning."
"You can't just expect insights to solve themselves if people don't know about them."
"Turning every study plan into a kind of report with new and existing insights is a mindset shift that can build a durable asset."
"Impact tracking as a community exercise builds a collective sense of research value and inspires adoption across teams."
"Broadcasting all new research leverages the halo that new content naturally has inside organizations."
"Insight summaries act like atomic units that connect research across studies and can be routed to owning teams."
"Prioritizing insights helps pull together top reports aligned with what leadership is focused on next."
"Tying insights directly into team backlogs or goals can transform research from information to active stakeholder in decisions."
"Research is a design material and reframing insights for different audiences is key to maximizing their impact."
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