In today's rapidly changing business landscape, companies are turning to research to make informed decisions about their products and services. However, the effectiveness of research is often limited by a lack of inclusion of teams in the research process. Theft has worked with cross-functional product teams at startups, large enterprises, and fast-moving technology giants, and we've seen first-hand the value of including teams in the research process. In this article, we will explore why including teams in the research process is so important and why it is particularly vital when running a consultancy.
The Value of Including Teams in the Research Process
When conducting research, it is essential to include teams in the process because they bring a unique perspective to the table. Teams often have a deep understanding of the company's goals, the industry, and the customers. This understanding can help ensure that the research is relevant and meaningful. Additionally, including teams in the research process can help create buy-in for the findings and recommendations that emerge from the research. By involving teams in the research process, they feel like they are part of the solution and are more likely to support the implementation of the research findings.
At Google, for example, the company is known for its emphasis on data-driven decision making. However, the company also recognizes that data alone is not enough to make the best decisions. Therefore, Google includes teams in the research process to ensure that data is being used effectively to inform decisions. At Apple, the company's design process is focused on the user experience. To ensure that the user experience is top-notch, Apple includes teams in the research process to gather insights into how users interact with products.
Including teams in the research process also helps ensure that the research is being conducted in a collaborative and iterative manner. By involving teams in the research process, researchers can gather feedback on their work and make adjustments as needed. This approach can lead to better research outcomes and more effective solutions. Moreover, including teams in the research process helps to foster a culture of continuous improvement. By collaborating with teams and soliciting their input, researchers can identify areas for improvement and work towards optimizing the research process.
Active Listening and Being Included in the Planning Process
One of the key benefits of including teams in the research process is the power of active listening. Active listening involves paying close attention to what someone is saying, and demonstrating that you are listening by asking questions and reflecting back what you hear. Active listening is critical during the research process because it helps researchers understand the perspectives and needs of different stakeholders.
By including teams in the planning process, researchers can use active listening to gather insights and feedback on the research plan. This can help to ensure that the research objectives align with the company's goals and that the research methods are appropriate for the problem at hand. Moreover, including teams in the planning process can help to build trust and collaboration between researchers and stakeholders.
For example, when working with a e-commerce AI startup, Theft included the product development team in the planning process for a customer research project. During the planning phase, we used active listening to gather feedback on the research plan and to understand the team's priorities and goals. By including the team in the planning process, we were able to develop a research plan that was relevant and meaningful for the company, which helped to build trust and collaboration between the team and the research team.
The Importance of Involvement for Long-Term Solutions
Another key benefit of including teams in the research process is that it can lead to more effective and long-term solutions. By involving teams in the research process, they are more likely to take ownership of the research findings and recommendations. This ownership can lead to a greater sense of accountability and a greater commitment to implementing the recommendations.
For example, when working with Overstock.com, we included a cross-functional team in the research process for a customer satisfaction study. The team included representatives from customer service, product development, and marketing. By involving the team in the research process, they were able to take ownership of the research findings and recommendations. This ownership led to a greater commitment to improving the customer experience, which resulted in long-term improvements in customer satisfaction.
The Power of Collaboration in Consultancy
In the consultancy world, including teams in the research process is particularly important. Consultancies often work with companies on short-term projects, and including teams in the research process can help to ensure that the solutions developed are sustainable and effective over the long-term.
Our most recent project, working with a consultancy that specialized in UX research, we included a cross-functional team in the research process for a redesign of a mobile application. The team included representatives from product development, design, and customer service. By involving the team in the research process, we were able to gather insights and feedback from a variety of stakeholders, which helped to inform the redesign of the mobile application. Moreover, including the team in the research process helped to build buy-in and ownership of the redesign, which led to a more effective and sustainable solution.
What does this mean for you?
Including teams in the research process is critical for developing effective solutions that are sustainable over the long-term. Including teams in the research process helps to ensure that the research is relevant and meaningful, and that the research methods are appropriate for the problem at hand. Additionally, including teams in the research process can help to build trust and collaboration between researchers and stakeholders. By actively listening to teams and including them in the planning process, researchers can gather insights and feedback that can inform the research process and improve the quality of the research outcomes. In the consultancy world, including teams in the research process is particularly important for developing sustainable and effective solutions. Therefore, if you are conducting research, it is essential to include teams in the process to ensure that you are able to develop effective and sustainable solutions over the long-term.