Establishing a Strategic Research Program: Collecting Insights From Internal Stakeholders

A consistent pattern when ramping up a Customer Insights program is that you will inevitably encounter internal team members who already have a good idea of what you will learn from the first studies. What is a remarkable insight to the majority of the organization is not surprising to them.

For research leaders new to an organization, I recommend dedicating the first 30 days to interviewing the long-time employees who have already talked with customers, navigated multiple executive changes, and persevered through several shifts in business priorities. You will collect a wealth of insights even before interviewing your first user.

To successfully navigate a new culture, it’s vital to gain insight into the landscape from the people who have persisted for the long haul. This first step applies to anyone recently hired into an organization, whether you are a researcher, product manager, designer, or marketing professional.