Inconvenient Insights: The Researcher's Role is to Stay Curious
Summary
There is no shortage of data in our organizations, including that which comes from research studies, in today’s “data-driven” organizations. Due to sheer volume, attention is often focused on the myriad tools and methods that exist to gather and manage data, not on the importance of establishing context and coherence across data sets. This talk will explore how researchers are uniquely qualified to use a mixed-methods mindset to transform fragmented data collection into meaningful insights, examine the barriers that challenge this outcome, and learn from real world examples about how to get stakeholders to demand the same.
Key Insights
-
•
More data does not automatically mean better research or better insights.
-
•
The Data-Information-Knowledge-Wisdom pyramid highlights that data is raw, while knowledge requires human context and interpretation.
-
•
Knowledge is constructed through human intervention and cannot be generated by algorithms alone.
-
•
Researchers should evolve from executors of discrete studies to omnipresent collaborators and sense makers.
-
•
Viewing cancellations as a nuanced signal rather than a purely negative metric can reveal opportunities for customer retention.
-
•
Managing research calendars holistically across teams improves transparency, collaboration, and shared learning.
-
•
Turning data points and metrics into stories via journey mapping enables teams to better prioritize and understand root causes.
-
•
Insights become more actionable and impactful when co-owned by those responsible for implementing changes.
-
•
Incorporating recurring, consistent questions in research helps track strategic themes over time.
-
•
Nurturing an insights-driven culture requires researchers to be change agents who break down silos and align around customer value.
Notable Quotes
"We are drowning in an endless sea of data yet we are stuck in an insight desert."
"Just using that language is a reframe: is cancellation and skipping the problem, or is retention the opportunity?"
"It’s those value propositions that need to be decoded at the human level and then coded back into the data, not vice versa."
"Researchers are uniquely positioned to be sense makers for the business; we connect the dots between data, knowledge, and wisdom."
"The pyramid feels inverted when data is more convenient, available, and fragmented than ever."
"There’s no good or bad data, there’s how you use it and how you come together to create shared understanding."
"Averages are an enemy; segmenting reveals the true nature of customer intent and sentiment."
"We need to think of research not just as discrete studies but as a continuous engagement with learning agendas."
"Metrics become lagging indicators, consequences of what’s happening upstream in the customer experience."
"Deserts bloom; insights can emerge even in data-saturated environments if we nurture the right culture."
Or choose a question:
More Videos
"Maturity is not linear; the tanker company had a lot to learn from the speedboat, and vice versa."
John CutlerOxbows, Rivers, and Estuaries: How to navigate the currents of change (without burning out)
December 3, 2024
"By observing Jeff's concerns and asking questions, I was able to show empathy and distract myself from getting defensive."
Darian DavisLessons from a Toxic Work Relationship
January 8, 2024
"If you have a feeling you’re having the same conversation over and over, a canvas like this can ratchet the conversation forward."
Dave GrayGroup Activity: Making Sense of DesignOps
November 7, 2017
"The highest leverage thing you can do is design statements that capture the essence in ways that set sail a thousand ships."
John CutlerThe Alignment Trap
November 29, 2023
"Just because you can color code something doesn’t mean you should."
Abby CovertStuck? Diagrams Help
October 27, 2022
"Culture is what you tolerate — if you tolerate rudeness or tardiness, it becomes part of who you are."
Mark InterranteCollaboration Flows in Product Development
June 9, 2017
"Obsession with gadgetry and cool tech ignores the fact that most critical future changes are mundane and essential, like clean water."
Devon PowersImagining Better Futures
March 9, 2022
"You should not be struggling with best practices, recruitment, or documentation when conducting your own research as a designer."
Prayag NarulaHow to Empower Your Designers to Do Good Research – And Why You Want To
June 10, 2022
"Don’t overcomplicate workflows; the simplest thing that could possibly work is often best."
Peter Van DijckHands on AI #3: Claude Code for UX people
October 22, 2025
