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
"Trauma is a universal human experience."
Carol Scott Melissa EgglestonAvoid Harming Your Team and Users: Promoting Care and Brand Reputation with Trauma-Informed UX Practices
February 5, 2025
"Now everyone’s an edge case, so research needs to focus on those edge cases, not just the average user."
Lija Hogan Milan Mijatovic Sam Proulx Louis RosenfeldThree Years Out: Perspectives on the Near-Term Future of User Research
March 15, 2024
"The cognitive load saved by not having to manage security software on mobile phones is a huge accessibility win."
Sam ProulxMobile Accessibility and You
June 9, 2022
"We document everything from product specs to implementation and design specs to prevent knowledge silos."
Ana FerreiraDesigning Distributed: Leading Doist’s Fully Remote Design Team in Six Countries
January 8, 2024
"The best way to understand these technologies is to learn them hands-on, especially if your work involves language or taxonomies."
Jorge ArangoScale Smart: AI-Powered Content Organization Strategies
September 24, 2024
"Giving senior leadership a shared language for design helped product teams better communicate what needed focus and why."
Chris MosesStretching the Definition of DesignOps with Product Development
November 7, 2018
"A prompt is just a set of instructions to an AI in the context of text generation."
Trisha Causley[Demo] Complexity in disguise: Crafting experiences for generative AI features
June 5, 2024
"Novice users can try things out thanks to automation, but experts can focus on the challenging and creative pieces."
Clara Kliman-SilverUX Futures: The Role of Artificial Intelligence in Design
June 7, 2023
"We are outnumbered by engineers maybe a dozen to one, but things are improving all around."
Michael PolivkaScaling Design through Relationship Maps
November 7, 2017
