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
"Disability isn’t a fixed group — aging, illness, injury can put anyone into a disabled state."
Gabriela BarnevaOperationalizing Inclusive Design in Service Design
November 20, 2025
"There is no overlap between the main program sessions and sponsor sessions."
Bria AlexanderOpening Remarks
January 8, 2024
"The jester mode throws something in your face, maybe wrong or uncomfortable, but at least it moves the conversation forward."
Russell Blair Milan GuentherKilling the blank page
June 5, 2024
"Tesla had 150 million lines of code in 2019 and is now replacing hundreds of thousands of lines with AI to improve self-driving features."
James RamptonThe Basics of Automotive UX & Why Phones Are a Part of That Future
July 25, 2024
"The rhythm of a company is like a drumbeat—knowing when to suggest changes is everything."
Christian MadsbjergInfluencing Strategy
March 31, 2020
"Find a mentor—an AI, a person, or a project—and use community resources like Open Austin to learn and grow."
Bryce Benton[Demo] AI-powered UX enhancement: Aligning GitHub documentation with USWDS at Austin Public Library
June 4, 2024
"You have to build all the puzzle pieces with clear summaries before the patterns come together in mental models."
Indi YoungPaying Better Attention to the Problem with Indi Young
December 12, 2019
"Don’t be an other means embedding sustainability into how your company already works, rather than starting from scratch."
Chris HammondEmbedding sustainability into enterprise design and development: A journey towards "sustainability consciousness"
April 2, 2025
"Cohorts are consistently one of the highest rated parts of the conference — they’re a fantastic way to learn together."
Bria AlexanderOpening Remarks
September 9, 2022
