Measuring Up: Using Product Research for Organizational Impact

Research for product work is well established; but how do you lead your research team to shape organizational goals? We’ll use a case study from Google to demonstrate how many of the same techniques, methods, and skills you and your team have today can be used to guide an organization’s goals. We’ll also discuss key changes to make for organizational success – from integrating with other insight functions to shifting how your team defines themselves and their work. The results are research organizations that produce insights to impact how your organization defines their goals.

Research After UX

Moving the research function out from UX can transform how insights influence product-making in an organization. In this talk, Nalini explains how and why she led this shift for her team at Salesforce, as well as the move’s effect on their work and impact. Nalini will also share lessons learned in the process – “the how to’s” and the “absolutely how not to’s” – that may inspire and guide leaders and individual contributors alike.

User Science: Product Analytics & User Research

Want to help make better product decisions? You’ve got to combine qualitative human insights from user research with data analytics and experimentation. Too often research questions are “sent to the team that can answer them best.” Questions about how many users do something goes to analytics, questions about which design might work better goes to user research. But what if you partnered with those other teams to answer the questions together? In this session Marieke will share how, as a qualitative UX researcher she’s partnered with analysts to identify high-growth opportunities and gain a deeper understanding of users.

The Power of Care: From Human-Centered Research to Humanity-Centered Leadership

What is the role of care in user research? Why is care the greatest superpower of user research research—not only in what we do but how we lead? In this talk, Etienne discusses the importance of inclusive leadership and shares lessons on leading through care. This session will help researchers leverage their research strengths for leadership as individual contributors, team leads, and people managers alike.

Research in the Automated Future

Ovetta will talk with us about reinvigorating the practice by incorporating Design Anthropology into our research tool-kits and further broadening our set of methodologies to include new research methods for AI/ML design.

What Does it Mean to be a Resilient Research Team?

As User Researchers, particularly working on sensitive public services, we need to be able to adapt, respond and grow. User Research is a demanding role, it can be mentally and emotionally draining. Adding to this are new challenges being thrown at us, be it COVID-19 or on-going digital advancement. This session therefore, looks at the constant – ourselves and our teams.

This isn’t about predicting the future, it is about preparing for it. As a researcher and a research team we are our own best asset. This isn’t about patting ourselves on the back, but recognising that regardless of the context or tools involved in the future we are people-first not technology-first. It is also about addressing the impact the role can have on our own well-being and how to manage the difficult days.

This session outlines some of techniques and approaches we have used as a team to better support each other in challenges, and how this has help made us more resilient, responsive and overall, better user researchers.

What Research Ops Professionals Have Learned from COVID-19 (Videoconference)

Marjorie Stainback

I’m planning to talk about how COVID-19 shifted how we conduct research as well as our onboarding experience. We were used to using our in-house lab to speak to in-person participants and while we had the capabilities to go fully remote, we hadn’t built a process around it prior to the pandemic. Once we had that settled, we started hiring which led to an update of our onboarding process.

Molly Fargotstein-Sanders

Taking a step back at the start of the COVID-19 outbreak, research leadership came together and decided to halt recruitment until we understood the landscape a bit better. Ops took that time to rethink the way we structure our recruitment communications (language, compensation, flexibility) & we worked with researchers to be more flexible with cancellations, no shows, and unwillingness to participate due to the climate (how to navigate deadlines and roadmap expectations). Because of the types of users and customers we have, we took this opportunity to really listen to them & meet them where they are. It really allowed for Ops to take a step back and understand that we can function as the “bleeding heart” of research when the opportunity arises.

Stephanie Marsh 

The quickest decision to be made and supported by the whole organization was not to invite or to do research with scientists and health care professionals that we knew would be working directly on COVID-19. Which meant supporting the pivoting of research to understand new needs both temporary and potentially permanent to our users – Scientists and students. The Research Operations team then worked on recruitment messaging to reassure potential participants that we can be flexible. We have supported and enabled researchers to share lessons learned more widely, such as avoiding afternoon sessions in India because of heavy internet traffic and poor connections. The pandemic prompted us to do emergency planning and identify critical tasks – if all ReOps people weren’t available what would still need to happen, what to do if all research tools were broken etc. We’ve included metrics to track participants’ cancellation to quantify impact if any, to understand if perception and reality are the same or different. Longer term we are enabling the wider team to proactively shape the new normal of remote and office working. 

Out of the FOG: A Non-traditional Research Approach to Alignment

Product teams, including those I work with, struggle to overcome the grinding momentum of product delivery timelines to make room for adequate discovery, learning, and application through research. The game of product development becomes fiercer when it’s not the first time, but the fourth team assembled to tackle a complex product space. In well-trod territory, strong opinions may abound, and talking past each other and rehashing approaches is rampant. Challenges that face researchers as partners in product development include establishing a sense of shared team vision, separating facts from fiction, and moving the team past hang-ups to establish a research strategy and product direction. This case introduces the idea of “grinding momentum” and outlines a stakeholder engagement process known as a FOG session that helps all team members across functional expertise areas claim voice, hear others, and share in collective aha moments that define next steps. Using a mixed-methods approach, a process is outlined to frameshift the value of existing knowledge spanning many departments within an organization, bring together distinct expertise vocabularies and analyses, and propel product partners to identify true knowledge gaps.

Empowering Communities Through the Researcher in Residence Program

We are excited to welcome Xenia Adjoubei, Research Specialist in territorial analysis, sustainability and emergent tech, and Associate Director at Studio intO to our upcoming Advancing Research session on Wednesday, 29 March at 9:45am-10:15am.

Xenia will share her insights and experiences on a range of topics, including the power of community-led research, the democratization of knowledge, and the impact of new-old tools in promoting social good.

Her talk will be an engaging and thought-provoking exploration of the role of research and innovation in addressing humanitarian crises and promoting social justice. We invite you to join us for this inspiring and informative event, and to be a part of the conversation about the future of research and innovation in our communities.

Insights and Interventions with Jill Fruchter

Jill has been listening to customers and clients for over 20 years. She has worked for organizations like Etsy and Blue Apron, and has since started Field Notes Consulting, a research and strategic planning practice serving both public and private sectors. She is method-agnostic, harnesses full-stack research, and interrogates all data to get to the real data or the root cause.

While hard data and numbers are important, data alone does not equal insight. Making sense of the data often requires listening to customers, human-scale frameworks of things like journeys and experience mapping, and, of course, minimizing researchers’ biases. It’s often the outside-in perspective that brings it all together to give us insight that will highlight consequences and implications.

Jill is a champion of what she calls “interventions” and doing interventions across silos. She shares an example from her time at Blue Apron that beautifully illustrates how one research silo can lose direction without insight from other silos.

Some interventions Jill recommends include:
• Remember that everyone in the organization is on the same team and after the same goal
• Encourage observation
• Bring cross-functional teams together
• Fit KPIs and OKRs in the story of the user

Jill will be leading a session, “Inconvenient Insights: The Researcher’s Role is to Stay Curious,” and a workshop, “Holistic Insights: Collapsing Functional Silos for Maximum Impact” at the Advancing Research Conference March 27-29, 2023.

What you’ll learn from this episode:
• How Jill defines insight and why it won’t be uncovered from hard data alone
• How “interventions” across silos can help everyone in the organization win
• A taste of what Jill will cover in her talk and workshop at Advancing Research 2023

Quick Reference Guide
[00:00] Introduction of Jill
[01:50] Jill’s role at Advancing Research Conference March 27-29th, 2023
[02:27] Jill’s love-hate relationship with data
[07:25] How we get insights from data
[09:36] Lessons from Blue Apron
[14:13] How to perform or support interventions
[21:54] On interventions outside your area of expertise and considering the interconnectivity of the entire organization
[30:43] Looking back on information and library science school
[34:52] Jill’s book recommendation
[36:49] Jill’s session and workshop at the upcoming Advancing Research Conference in March