Tales From The Other Side: Research and The Exec Table
summary
Research that reaches the exec table is specific: build a decision calendar to time 6–8 week research cycles for board-level decisions; map conversations with a conversation map and synthesize past studies (a persona follow‑up study boosted credibility); translate findings into dollars using a simple Excel model that shows each researcher yields two positive outcomes (fewer engineering iterations and higher probability of favorable outcomes); an early case shows a VP of marketing walking out when research contradicts prior messaging.
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chapters (8)
- 0:00Introduction and background
- 3:36Company politics and research
- 5:02First story product strategy clash
- 11:08Second story financial translation
- 16:53Third story hiring first researcher
- 24:22Organizational triangulation
- 26:51Four pieces of practical advice
- 29:44Conclusion and call to action
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