Key Insights

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  Breaking research training into short micro lessons integrated into existing team rituals increases team engagement and retention.

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  Hands-on quests, such as visiting a bank to observe customer experiences, help non-researchers empathize and get practical insights.

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  People often forget research insights quickly unless they are repeatedly engaged through varied and frequent sharing methods.

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  Fear of doing research 'wrong' is a major barrier for non-researchers to engage with research activities.

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  Creative sharing methods, like daily ‘postcards from the field’ and Slack bots with customer quotes, stimulate team curiosity.

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  Leadership endorsement and permission are critical to empower employees to spend time engaging with research beyond their job descriptions.

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  Customer centricity must be embedded into company values, hiring, and performance reviews to sustain cultural change.

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  Inviting team members to debate and interpret customer insights together deepens understanding and drives better decisions.

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  Research office hours alone are insufficient as many stakeholders don’t feel comfortable approaching research teams without structured involvement.

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  Cross-functional participation in research—including compliance, engineering, and marketing—enriches customer-centered decision making across the organization.

Notable Quotes