Why do crucial customer insights often fail to drive product decisions? The answer: wasted research. Jake Burghardt identifies the insidious root causes of research waste, giving actionable ideas to increase the impact of siloed research. You’ll learn to enhance collaboration, maximize learning, and drive research-informed product launches. Anyone—from UX researchers and insight generators to data scientists and CX analysts—will benefit from these crucial customer insights.

Who Should Read This Book

This book is for anyone who’s seen too many important customer insights that failed to drive next steps in their business. It’s for leaders and practitioners who want to experiment with new ways to increase their organization’s research use in product development and delivery. Specifically, it’s perfect for researchers from any discipline from UX to CX to sales to data science. It’s also a must-read for leaders of product, design, marketing, and engineering —anyone who wants to improve decision-making based on available customer research. And that includes operations people.

Takeaways

 
• Uncover tools and methods to reduce research waste.
 
• Learn how to find and use hidden research that might have lasting impact on your organization.
 
• Discover knowledge-consolidating tools and requirements for repositories.
 
• Increase the impact of any type of customer research on your organization.
 
• Note the special “IDEA” sections that show possible actions to choose based on what makes sense for your current resources and organizational context
 
• See “You Might Be Asking” sidebars, which give answers to common questions.
 
• Search for “Imagine a Way Forward” sidebars that highlight special scenarios—telling a story of action ideas as step-by-step narratives.
 
• Look for insightful interviews from experts in the field.
 
• Read the chapter summaries of key proposals to get more value from research, including a distillation of what success might look like.