In 'Imagined Communities,' Benedict Anderson examines the historical rise and development of nationalism. He argues that nations are not ancient communities but rather modern constructs, imagined by their members as a shared, limited, and sovereign community. Anderson traces the emergence of nationalism to the Americas in the 18th and 19th centuries, where creole elites and the spread of print capitalism played crucial roles. He also discusses how nationalism filled the void left by the decline of religious communities and how it was shaped by factors such as mass vernacular literacy, the abolition of divine right monarchies, and the standardization of national calendars, clocks, and languages. The book is influential in social sciences and has been widely cited and translated into more than thirty languages.
Why do so many businesses struggle to turn insight into impact? At the X4 Summit in Salt Lake City, I sat down with Adam Hagerman, UX Research Director at Indeed, for a refreshingly candid conversation about how his team has helped reshape the company’s approach to research, collaboration, and decision-making.
In a tech culture that values autonomy and individualism, aligning people around a shared understanding of user needs is no small feat—but it’s exactly what Adam has been working on.
In this episode, we unpack how Indeed built a shared research framework that breaks down silos, creates a common language, and encourages teams across the business to talk to one another in more meaningful ways. Adam shares how his team tackles the challenge of information overload by focusing on relevance over volume—and how measurement itself becomes a shared system of accountability across functions.
We also discuss the evolving role of AI in research, including how Adam’s team uses it to reduce cognitive overhead, accelerate workflows, and spark better questions. But perhaps most importantly, Adam talks about the mindset shift needed in times of rapid change—and why embracing uncertainty and remaining curious is more productive than clinging to old ways of working.
Whether you’re a UX leader, researcher, or business decision-maker looking to get more from your data, there’s plenty here to reflect on. How do you ensure your insights aren’t just collected, but acted on? How do you build trust in research across teams? And how can we all get better at asking, “What problem are we actually trying to solve?”
Let me know what resonated with you. What challenges have you faced in translating research into action within your own organisation? I’d love to hear your thoughts.
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