The Future of UX Research

I'm curious what your best guess is in terms of how organizations can best take advantage of research and now that you've shifted from a design to a product where I'm guessing you're exposed perhaps to a wider array of information. How has your thinking about research maybe changed over these last few years? Yeah so many of these things are people dependent like a lot everything I think about in the conversation has really depends on the people I've worked with a lot.