Key Insights

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  Research is more effective and generates higher-quality insights when conducted collaboratively rather than in isolation.

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  Involving diverse stakeholders from product, engineering, data, marketing, sales, and customer success early in research increases buy-in and relevance.

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  Starting research projects with the end in mind—defining the intended decision and impact—makes insights actionable.

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  Writing hypotheses and decision trees before research helps clarify expected outcomes and guides analysis.

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  Sharing incremental and even unpolished updates throughout research fosters stakeholder engagement and appreciation.

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  Setting clear agreements and roles for stakeholder participation creates trust and manages expectations.

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  Storytelling with a narrative arc (beginning, middle, end) is a powerful way to communicate research findings and compel action.

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  Using collaborative virtual tools like Mural enables effective remote stakeholder brainstorming and involvement.

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  Stakeholder objections often arise from unclear context, lack of relevance, or vague asks; framing requests clearly and appreciating expertise encourages participation.

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  Even in nonprofits or quantitative surveys, framing research with clear decisions and incorporating story elements can enhance impact.

Notable Quotes