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
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Organizations often operate in silos, causing issues like duplicative research and low research quality.
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Everyone in the organization engages in some form of research, blurring the distinction in quality and rigor.
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Research democratization should be reframed as enabling customer connections rather than teaching research methods.
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Creating awareness of ongoing research projects can prevent redundancy and enhance collaboration.
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Establishing a unified insights function leads to a coherent voice in customer insights across departments.
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Research reviews can significantly improve quality and awareness of research efforts throughout the organization.
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Insight primers synthesize important insights aligned with company strategy, helping guide decision-making.
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Insights councils improve collaboration and reduce duplicative work across different research functions.
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Budgetary and organizational challenges can complicate the establishment of a unified insights team, necessitating strategic planning.
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Engaging executives early and demonstrating the value of a unified insights function is crucial for success.
Notable Quotes
"I felt lonely... often because I feel like I'm working in a silo."
"To quote Bill Buxton, does the fact that you can count the change in your pocket make you a mathematician?"
"We want to hear from the data scientists... but it's all coming over the side."
"Having built UX research teams at Google and Instagram, this is what I set out to do when I joined Airtable."
"Customer connection is more critical than research democratization."
"We were the arbiters of research craft."
"We have to create awareness of what each insight journey function is working on."
"When I joined Dropbox, I spoke to executives about the benefits of a unified insights team."
"Research is merely a means to an end. You're doing it for the company and the customer, not empire building."
"Start small, pick your closest collaborator, provide and prove value before trying to scale."
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