Summary
Software companies love to talk about their shiny new features but very rarely we get to see the why or the principles behind some of their product decisions and how those decisions impact customer's outcomes. In this session, Sofia Quintero, founder of EnjoyHQ will share the philosophy behind EnjoyHQ as a research repository and why it matters.
Key Insights
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Research repositories often fail when UX and research are treated as isolated silos rather than integrated organizational functions.
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ENJOY HQ intentionally uses a flat data model without folders to solve the common problem of nested structures impeding information discovery.
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Data entry is the enemy; automation and integration are key to getting accurate, fresh research data without overburdening researchers.
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Building open APIs and supporting integrations with various data sources is critical to prevent fragmentation and support cross-functional collaboration.
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Researchers’ workflows are fluid and modular, requiring tools flexible enough to combine data across projects and adapt as priorities change.
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Companies often retain bad tools because migrating data is painful; ENJOY HQ prioritizes data export and migration capabilities to respect customers’ freedom.
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Business growth goals sometimes conflict with user benefit; ENJOY HQ prioritizes researchers’ value and time over pushing engagement metrics.
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A successful research repository should act as a fabric connecting multiple organizational teams, aligning all toward the customer.
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Most organizations use a mix of overlapping research tools, making integration and interoperability more important than building an all-in-one solution.
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Design decisions in building research tools should embed ethical values to ensure the product genuinely supports user needs, not just business KPIs.
Notable Quotes
"I didn’t want to be part of that as a founder, hacking attention just to fulfill engagement metrics."
"Our principle is that whatever we build must help researchers avoid becoming a silo."
"The legacy of folders and nested structures causes real problems in finding research and scaling repositories."
"Data entry is the enemy; automation is the key to making research repositories successful."
"Research isn’t linear; it’s messy and modular, so your tools have to reflect that fluidity."
"We made it a priority from day one to support data exports so customers can leave without wasting weeks migrating data."
"We think about research as the magnetic field that attracts every part of the business into alignment around the customer."
"Most organizations don’t have one research tool, but a mix, so openness and integration are essential."
"It’s very difficult to align researcher goals with business growth, but that’s exactly what we try to do."
"Choosing a research repository is a big battle in your organization; the right decisions can really help you succeed."
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