Key Insights

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  Democratizing research is more than encouraging everyone to talk to customers; it requires activating existing team tools thoughtfully.

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  There are two distinct jobs in customer research: building empathy for diverse contexts and gathering evidence to validate decisions.

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  Speed pressure often leads teams to cut corners in participant recruitment and data analysis, risking biased and invalid research.

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  Silo dysfunction arises when teams focus narrowly on their feature without considering the broader user context, increasing false positives.

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  Weaponizing research happens when teams use data combatively in internal disputes rather than as a tool for collaboration and understanding.

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  Quantitative data is often privileged because numbers are easier to digest, but mixed methods that combine qualitative insights yield richer results.

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  Early-stage usability testing with just one user can be beneficial to get started, but should not be the permanent approach for mature teams.

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  Risk management framing helps match research effort to the potential impact of decisions, optimizing resource use.

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  Involving product managers, designers, and engineers together in quality conversations enhances shared understanding and decision making.

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  Focusing on end-to-end user journeys rather than isolated features helps teams avoid narrow perspectives and create better product experiences.

Notable Quotes