Under My (Research) Umbrella: The Benefits and Challenges of Building a Unified Insights Function
Summary
When research is siloed it can lead to duplicative research of variable quality. In this talk, Andy explores the benefits (and challenges) of having a unified research & insights function, based on his experiences leading teams at Airtable, Instagram, and Dropbox. Further, Andy presents practical strategies to align diverse insight-generating functions, offering guidance even in situations where forming a unified team may not be possible. Through a detailed examination of real-world scenarios and Andy’s professional journey, attendees will gain valuable lessons and recommendations aimed at fostering a cohesive and effective research ecosystem.
Key Insights
-
•
Research carried out across different departments often duplicates efforts due to lack of awareness and coordination.
-
•
Variable research quality across teams harms the overall credibility of insights in an organization.
-
•
Research democratization can be misleading; focusing on enabling customer connection is a better approach.
-
•
A unified insights function can reduce noise by presenting a coherent voice and improving collaboration between insight-generating teams.
-
•
At Airtable, separating market research, UX research, strategic research, and research operations under a unified function improved efficiency and quality.
-
•
Data science teams often remain separate from qualitative research teams, but some companies are pioneering integration of qualitative and quantitative insights.
-
•
Starting with small collaborations and proving value is critical before scaling a unified insights team.
-
•
Research reviews facilitated by program managers increase quality, creativity, and learning across research projects.
-
•
Insight primers synthesize market data, customer problems, and business impact to inform strategy and planning.
-
•
Insights councils foster cross-functional collaboration, prevent duplication, and build a shared understanding of customer experience.
Notable Quotes
"Does the fact that you can count the change in your pocket make you a mathematician? No, of course not."
"I much prefer customer connection. We are not teaching non researchers how to do research. We are enabling them to connect with customers."
"We have all these different people throwing insights over the wall and it’s great, but it’s too much."
"Research is research. An executive doesn’t care which team conducted it."
"When the product team asked the UX research team to understand the needs of IT decision makers, we pointed them to existing market research."
"Starting small, pick your closest collaborator, provide and prove value before trying to scale."
"We’re not doing this for the good of research. Research is merely a means to an end."
"A research review can increase awareness, improve quality, maintain high standards, provide learning, and promote creativity."
"Insight primers help you identify opportunities, customer problems, and develop strategies."
"Executives will always play a crucial role in whether you have a unified insights team or if you have to collaborate."
Or choose a question:
More Videos
"If something looks rough, people don’t treat it like a declaration. They treat it like a draft."
Joe ElmendorfShitty Maps: A Trojan Horse for Sensemaking
July 9, 2026
"When product leaders ask for research just to validate ideas, the best response is to say, ‘fuck this group,’ then do real user interviews."
Kevin M. HoffmanTheme 2: Enterprise Team Journey
June 3, 2019
"There's no universal design for all aging factors; customization is key."
Rittika BasuAge and Interfaces: Equipping Older Adults with Technological Tools
February 23, 2023
"Why do designers decide how to design this? How do we wean design's addiction from whiteness?"
George AyeThat Quiet Little Voice: When Design and Ethics Collide
November 16, 2022
"The pandemic pushed us to be creative, and it’s been fun for users to participate remotely in the design process."
Andreas Huebner Amy Takata Craig BrookesWhat Is It Like To Be Part of The UX Team at Compass?
March 11, 2021
"Highly trained professionals still default to a presumed 'standard' under pressure, revealing how bias persists."
Kaitlin TaskerFast and Fearless Inclusive Research
March 27, 2023
"There’s this inflection point about how research work is done and what the system wants from knowledge workers."
Steve Portigal Alba Villamil Sam LadnerThe Future of Research: Bridging the Gaps
July 29, 2021
"Stories are how we make meaning of life, explain how things work, and justify our decisions."
Bilan HashiThe Tension Between Story Collecting and Story Telling in Research
March 10, 2021
"We are sensemakers. No matter what data we are given, we make sense of it."
Jemma AhmedTheme 1 Intro
March 10, 2026
