Insights can come from a lot of different places. Support tickets, sales calls, market research studies, and of course, dedicated user research are all a part of an organization's insights funnel. But how do you synthesize all that data into useful insights for your business?

Dave Chen, Director of Consumer Insights at Flipp, does it by blending his CX, UX, and Market Research teams into one superpowered insights group. Erin and JH chatted with Dave about how he handles all that research, who does what in a blended org, and how he gets stakeholders on board by using research from multiple teams.

Dave talked about…

What each team brings to the insights table.
How the team triangulates incoming research questions to find the best answers.
Why some traditional market research methods—like focus groups—are so difficult to get right.

Highlights

[1:36] How Dave thinks about his blended CX, UXR, and market research team.
[7:02] Managing research questions in a blended organization.
[12:53] Why focus groups are so difficult to get right.
[17:37] How the UX, CX, and Market Research teams work in practice.
[22:36] How Dave presents data from multiple teams to get stakeholder buy-in.

About our guest

Dave Chen is the Senior Director, UX Foundations & Enablement at 1Password. Formerly, he was Director of Consumer Insights at Flipp where he was responsible for leading Market Research, UX Research and Customer Experience (CX) teams to drive customer-based insights for both B2C and B2B verticals. Before Flipp, he worked in research and consumer insights at General Mills, Nielsen, and Staples.

#71 - Running a Blended Research Team with Dave Chen of Flipp