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Many qualitative researchers feel that their work is under-valued or under-utilized. They struggle to communicate with their colleagues about why research is important, how it is done, and especially how their company can really take advantage of the insights that great research can produce. This harms everyone: researchers feel dissatisfied with their jobs, and their companies forego valuable research insights.

In comparison, a company with a strong research culture is one in which research - in all its forms - is understood and valued across the company. People are curious to ask questions and learn more. People know how to work across silos and build insights, and products, together. And they keep their curiosity alive by bringing in new perspectives.

In such a company research is front-and-centre of product development and consumer engagement. Companies that use this approach become more truly customer-centric, a necessary stance to stay attractive to consumers in today’s market.

But building a research culture isn’t easy. It relies on non-researchers across the company having a working knowledge of how research is done and what it can provide. It also requires a shift in mindset to put the user front-and-centre rather than the product or service. And sharing research data and results requires that practical problems be solved, such as data management.

We invite you to join this EthnoBorrel to share your experiences of research cultures. What problems have you faced? How have you tried to resolve them? What can we do better?

We will first have two short talks:

  • Erin Taylor (Canela Consulting) and Melanie Uy are doing a research project on this topic: they will share the results so far
  • Corina Enache (Transavia) will talk about breaking down research silos based on her many years of working in both research and non-research roles

Then, for the majority of the session, we will have an open discussion.

We’re planning a second session in February that will focus more on the perspective of managers, designers, and other non-researchers who are nonetheless part of the research value chain.

The day before the event we will send an email with a Zoom link to everyone who has registered on Meetup. Please check your junk mail if you don’t get it :)

NOTE: This event will NOT be recorded.

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