Escape Velocity: Finding Our Path in the Next Decade
summary
Research must reclaim discipline by doing three concrete actions: foreground research as science (explicit methods, experimental design, repeatability), stop blanket democratization and decide which studies non-researchers can run, and reorganize reporting so research sits with other insight teams instead of under product or design. Example organizational move: combine research with experimentation, data science and market research under a VP of Customer Insights to enable triangulated insights and secure a real seat at the table for independent decision making.
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chapters (6)
- 0:00Introduction and wake-up call
- 2:30How we got here
- 6:24The cost of saying yes too often
- 9:12Bringing back the science of research
- 10:40Three actions to take now
- 13:50Call to action and conclusion
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