IC10: Uniting MR and UX as ONE Insights Function by Melissa Hamdoun (Blinkist)

• Stakeholders don’t need to know the research methodology; they have a question, and the insights team provides an answer.
• Market research teams usually fall into the wider Marketing department, but at Blinkist, they are part of the Product and Design team.
• If you unite UX and Market Research teams, you can provide answers much faster and with greater detail.
• Research is never final; you are always adding new things.
• You need to manage research expectations from your stakeholders.
• Storytelling is key in internal insights teams as it can connect with the company’s wider goals.
• You can answer research questions in both quantitative and qualitative ways.
• Contextualization and adaptation of research to the company are super important.
• Connect real behavioral data with UX and MR teams to understand why those behaviors are happening.
• The research team needs to have a seat at the table to understand the company's longer-term vision.
• To push insights to the next stage in your company, you need to democratize it and enable a central knowledge base that everyone can use on their own.
• When you are a client-side researcher, you are often in a bubble, which you need to break from time to time.
• You need to be proactive and acquire insights 10 steps before your stakeholders come to you with a question.
• As a client-side insights team, you also need to service and build relationships with your internal stakeholders, similar to a traditional client-agency relationship.
• There is always a shelf life for research, and a time when research is no longer valid.
• You need to find your internal research champions who will promote research across the organization. 🚶🏼

Check the full recording here 👇🏻