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Summary
Researchers achieve compelling impacts on product development—but many of their most crucial insights disappear from planning conversations. These insights are treated as momentary sparks when they could become durable business assets. Decision makers too often default to the latest, easiest-to-find data, rather than the most important research-based priorities. In this session, Jake Burghardt, author of Stop Wasting Research: Maximize the Product Impact of Your Organization's Customer Insights, will explore the problem of research waste and give some practical takeaways to fight it. Join us to learn five central ideas from Stop Wasting Research that can reframe how you think about research usage, research repositories, study planning, and activation of your insightful learning. Start plotting a course for your research community to become a more impactful stakeholder in product decision making.
Key Insights
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Research insights can retain relevance long after their initial collection.
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The value of insights is often lost due to poor integration into product planning processes.
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Preparation, motivation, and integration are key root causes of research waste.
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Creating insights summaries can help reactivate valuable research findings.
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It's essential to foster collaboration among research teams to maximize research impact.
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Existing insights should be revisited and reported in relevant contexts to avoid waste.
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Building an internal initiative around research can help connect teams and streamline processes.
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Tools are secondary to creating a culture of research-driven planning within organizations.
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Identifying key stakeholders across silos is crucial to leveraging research insights effectively.
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Communicating the impact of research on product success is vital for gaining buy-in from decision-makers.
Notable Quotes
"If something is 10 years old, does it lose value?"
"There’s always the line about what makes it through and what doesn’t."
"We can start to see those business assets that are being underutilized."
"The output of a report contains multiple insights."
"Existing reports contain a huge amount of ideas about the problem space that could be relevant for what's next."
"The common scenario... remains rare due to an emphasis on fresh data."
"It's about getting more juice out of research insights, not conducting new research."
"You can start to imagine a lot of research insights being developed."
"How much would a competitor pay to know the research that your organization has forgotten?"
"Insights can influence teams' plans or waste, where it didn't influence plans and is not followed up on."
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