Research as a Catalyst for Organizational Transformation
Summary
Robin, with a background in organizational psychology and a focus on diversity, equity, and inclusion, draws on her experiences in South Africa and the concept of Ubuntu to emphasize interconnectedness in business transformation. She critiques legacy industrial-era assumptions and Milton Friedman's shareholder primacy view, highlighting a shift toward ecosystem stakeholder capitalism endorsed by CEOs like Mark Benioff and Larry Fink. Robin argues that researchers have unique superpowers: learning through deep listening and empathy, connecting by breaking organizational silos, and generating actionable insights to influence strategy, structure, processes, rewards, and culture. She illustrates these with Wells Fargo case studies, such as simplifying financial tools, redesigning merchant services applications, digitizing SBA applications, and confronting cultural issues exposed by the Wells Fargo sales scandal. Robin stresses that organizational change demands navigating resistance and culture with both research craftsmanship and organizational consulting skills. She encourages researchers to take their seats at the decision-making table, as research remains the most predictive organizational practice in a volatile, uncertain, complex, and ambiguous (VUCA) world.
Key Insights
-
•
The African philosophy of Ubuntu (‘I am because we are’) offers a powerful lens for human-centered research emphasizing interdependence rather than rugged individualism.
-
•
Despite living in a volatile and complex world, many organizations still operate with outdated, industrial-era assumptions that hinder adaptability.
-
•
The 2019 Business Roundtable redefinition signals a major shift from shareholder primacy to stakeholder ecosystem capitalism, focusing on benefiting all stakeholders.
-
•
Researchers hold unique 'superpowers' to drive transformation: learning through deep empathy, connecting cross-functional teams, and generating actionable insights for change.
-
•
Turning the research lens internally on organizational assumptions ('in here') as well as externally on customers ('out there') enables alignment and meaningful transformation.
-
•
Research acts as a silo-busting platform, fostering cross-disciplinary conversations that rarely happen otherwise but are essential for customer-centricity.
-
•
Experiential significance is a felt recognition within research data that identifies truly critical issues demanding organizational attention.
-
•
Organizational levers including strategy, structure, process, rewards, and culture must all be considered and can be tripped by research insights for effective change.
-
•
Cultural challenges, such as the sales vs. service divide at Wells Fargo, reveal the difficulty of acting on research findings when they confront entrenched mindsets.
-
•
Researchers need organizational consulting skills, including facilitation and managing resistance, beyond traditional research craft to effect systemic change.
Notable Quotes
"Ubuntu means I am because we are — we don’t really know our own humaneness unless it’s in relationship to other people."
"We’re still operating from an industrial era hangover — a mechanistic way of problem solving that doesn’t fit today’s complexity."
"The Business Roundtable radically redefined the purpose of a corporation — it’s to promote an economy that serves all Americans, not just shareholders."
"Researchers have superpowers: deep listening, empathy, making connections, synthesis — capabilities everyone in business needs today."
"Turning the research lens on both the ‘in here’ organization and the ‘out there’ customer reality helps reveal misalignments and opportunities."
"Research is inherently a silo-busting activity because customers experience the whole, not just parts divided by departments."
"Experiential significance is that moment in research when something just hits you as really important and impossible to ignore."
"In the application process for merchant services, underwriting’s risk-first mindset conflicted with customer needs, causing friction."
"There is no quick fix to culture — the sales versus service divide at Wells Fargo was a cultural issue that required bravery to address."
"Research really is the most predictive practice an organization has — we are the only ones who can really predict the future."
Or choose a question:
More Videos
"The best teams I know are a quarter ahead of the product roadmap, seeking out impactful strategic research projects themselves."
Prayag NarulaHow to Empower Your Designers to Do Good Research – And Why You Want To
June 10, 2022
"The problem with the bike rental app wasn’t UX design; it was the enterprise’s inability to distribute bikes to meet user demand."
Milan GuentherA Shared Language for Co-Creating Ambitious Endeavours
June 6, 2023
"The executive’s interpretation was completely out of line with the customers’ realities."
Robin BeersBeyond Insights: Researchers as Organizational Change Catalysts
March 25, 2024
"People saw small changes as having very large impact; a half-percent increase in conversion could mean 12 million dollars in revenue."
Eniola OluwoleLessons From the DesignOps Journey of the World's Largest Travel Site
October 24, 2019
"We're learning from each other in the community, which is much healthier than going to Google because anything can be on Google."
Dave Malouf Meredith Black Farid SabitovThe Past, Present, and Future of DesignOps: a 2-part DesignOps Community Call (Part 1)
February 17, 2022
"An OKR coach told us to think of OKRs like a health panel at a physical—you have KPIs for status and OKRs for change targets."
Bria Alexander Benson Low Natalya Pemberton Stephanie GoldthorpeOKRs—Helpful or Harmful?
January 20, 2022
"Hiring people who are relentlessly seeking improvement will grow your team and your work."
Rachel Radway Katie Bingham Joe WiertelThe Many Paths Of Design Operations
September 8, 2022
"I want you to pay close attention to these talks to get the frameworks and language to include these topics."
Saara Kamppari-MillerTheme Three Intro
October 4, 2023
"Wizard of Oz testing with humans playing bots can reveal insights without building a full model."
Jonathan Fairman Kevin JohnsonIntegrating generative AI into enterprise products: A case study from dscout
June 5, 2024
