Video: Research as a Catalyst for Organizational Transformation

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Research as a Catalyst for Organizational Transformation

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Friday, March 12, 2021 • Advancing Research 2021

Robin Beers

Customer Insights and Experience Design Lead, Wells Fargo

Summary

In her talk, Robin, drawing from her background in organizational psychology and consulting, explores the critical role researchers play in catalyzing organizational transformation. By introducing the African concept of Ubuntu, which signifies interdependence and community, she frames the necessity of a human-centered approach in the face of a rapidly changing business landscape often characterized as VUCA (volatile, uncertain, complex, and ambiguous). Robin critiques the outdated industrial era assumptions still prevalent in organizations, particularly the traditional emphasis on shareholder value as described by Milton Friedman. She highlights a transformative moment where the Business Roundtable shifted its focus toward stakeholder capitalism, promoting an ethos that prioritizes contribution to the community over mere profit maximization. Robin delineates three superpowers researchers possess: learning from data collection, connecting silos within organizations, and generating meaningful insights that drive change. Each capability plays a vital role in aligning business strategies with the realities of customer experiences. Through detailed examples from her work at Wells Fargo, she illustrates the impact of research on strategic decision-making, structural reorganization, process improvements, and a cultural shift toward service-oriented practices. In conclusion, she calls on researchers to embrace their potential to bring about systemic change and foster a more inclusive and equitable approach to business.

Key Insights

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The philosophy of Ubuntu fosters a human-centered approach in business.
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Organizations are often hindered by outdated, mechanistic paradigms rooted in industrial-era thinking.
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Business Roundtable's shift from shareholder primacy to stakeholder capitalism signifies a cultural shift in corporate responsibility.
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Researchers have unique capabilities that can elevate organizational understanding and responsiveness to change.
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High-quality research engages stakeholders across functions, promoting collaboration and breaking down silos.
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A holistic perspective is essential for understanding customer experiences and aligning them with organizational goals.
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Experiential significance can guide decision-making by highlighting critical insights from customer data.
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Cultural shifts within organizations require addressing deeper assumptions and mental models about business practices.
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Organizational transformation is most effective when researchers are seen as partners in strategic planning.
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Trust and collaborative dialogue among stakeholders are essential for implementing research findings.