Under My (Research) Umbrella: The Benefits and Challenges of Building a Unified Insights Function
Summary
When research is siloed it can lead to duplicative research of variable quality. In this talk, Andy explores the benefits (and challenges) of having a unified research & insights function, based on his experiences leading teams at Airtable, Instagram, and Dropbox. Further, Andy presents practical strategies to align diverse insight-generating functions, offering guidance even in situations where forming a unified team may not be possible. Through a detailed examination of real-world scenarios and Andy’s professional journey, attendees will gain valuable lessons and recommendations aimed at fostering a cohesive and effective research ecosystem.
Key Insights
-
•
Research carried out across different departments often duplicates efforts due to lack of awareness and coordination.
-
•
Variable research quality across teams harms the overall credibility of insights in an organization.
-
•
Research democratization can be misleading; focusing on enabling customer connection is a better approach.
-
•
A unified insights function can reduce noise by presenting a coherent voice and improving collaboration between insight-generating teams.
-
•
At Airtable, separating market research, UX research, strategic research, and research operations under a unified function improved efficiency and quality.
-
•
Data science teams often remain separate from qualitative research teams, but some companies are pioneering integration of qualitative and quantitative insights.
-
•
Starting with small collaborations and proving value is critical before scaling a unified insights team.
-
•
Research reviews facilitated by program managers increase quality, creativity, and learning across research projects.
-
•
Insight primers synthesize market data, customer problems, and business impact to inform strategy and planning.
-
•
Insights councils foster cross-functional collaboration, prevent duplication, and build a shared understanding of customer experience.
Notable Quotes
"Does the fact that you can count the change in your pocket make you a mathematician? No, of course not."
"I much prefer customer connection. We are not teaching non researchers how to do research. We are enabling them to connect with customers."
"We have all these different people throwing insights over the wall and it’s great, but it’s too much."
"Research is research. An executive doesn’t care which team conducted it."
"When the product team asked the UX research team to understand the needs of IT decision makers, we pointed them to existing market research."
"Starting small, pick your closest collaborator, provide and prove value before trying to scale."
"We’re not doing this for the good of research. Research is merely a means to an end."
"A research review can increase awareness, improve quality, maintain high standards, provide learning, and promote creativity."
"Insight primers help you identify opportunities, customer problems, and develop strategies."
"Executives will always play a crucial role in whether you have a unified insights team or if you have to collaborate."
Or choose a question:
More Videos
"Enterprise UX often pulls designers into adoption and training roles, even if that feels outside traditional design work."
Alexandra SchmidtEnterprise UX Playbook
December 1, 2022
"Embrace diversity and create belonging means everyone feels they truly belong, not just fit in."
Jen Crim Jess Quittner Saritha Kattekola Alex Karr Gurbani PahwaCulture, DIBS & Recruiting
June 11, 2021
"Product managers are responsible for value – making sure something valuable is being created that meets real needs."
Christian CrumlishAMA with Christian Crumlish, author of Product Management for UX People
March 24, 2022
"This candidate experience was terrible for everybody but especially disadvantaging folks who started with lower confidence."
Libby MaurerTreating Diversity & Inclusion in Hiring as a Design Problem
December 5, 2019
"Technology is a tool, not a solution in itself; it needs human input."
Ali Jeffery Sheri ChudowHow DesignOps Helped Enable Wall Street to Work Remotely
October 22, 2020
"Daniel Day-Lewis went so far as to suffer three broken ribs immersing in his role for My Left Foot."
Daniel GloydDesigning From the Inside Out: How Method Acting Can Inspire Design Research
February 12, 2026
"Equipped with the right tools, we can truly meet students where they are."
Kristin SkinnerFive Years of DesignOps
September 29, 2021
"The service wasn’t achieving the impact it was set out to have because the regulations governing everything else were not fit for purpose."
Johanna KollmannInsights-Driven Product Strategy: Get your Research to Count
December 6, 2022
"The interface you’ve designed is like a landscape shaping the flow of user behavior as water flows through a stream."
David SternbergUncovering the hidden forces shaping user behavior
July 17, 2025
