Victoria Sakal's Hot Take - You're Either Paying the Research Tax or the Stupid Tax (with Victoria Sakal, Growth, Strategy, & Research Leader)
Oct 20, 2024
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Victoria Sakal, a growth and go-to-market expert at Wonder, shares her insights on the costs of uninformed decision-making, introducing the concepts of 'research tax' and 'stupid tax.' She emphasizes finding the right balance between speed and quality in user research, drawing parallels from aviation and the Olympics. Victoria also explores how AI is transforming research, highlighting the importance of human expertise in interpreting data. Ultimately, she advocates for efficient strategies that leverage technology without sacrificing insight.
Companies face the 'research tax' by overspending and delaying decisions, while the 'stupid tax' arises from gut-feeling choices without evidence.
Balancing efficient research with timely decision-making is essential, especially as AI evolves to shape the future of strategic insights.
Deep dives
Understanding the Stupid Tax and Research Tax
Making uninformed decisions in a professional setting incurs what is known as the 'stupid tax'. This concept highlights the costs associated with relying solely on gut feelings or limited anecdotal evidence when making business choices. On the other hand, the 'research tax' refers to the burdens resulting from inefficient or slow research processes, which ultimately hinder timely decision-making. Many professionals struggle with research, often finding it either too costly or time-consuming, leading to a cycle of inaccuracy and wasted resources.
Navigating Types of Research
Research can take various forms, including market analysis and customer discovery, aimed at understanding consumer needs and the competitive landscape. Effective research should assess internal data, external reports, and emerging trends to develop actionable insights. The podcast emphasizes the distinction between primary research, which involves direct consumer engagement, and secondary research, where one utilizes existing studies. Ultimately, the integration of agile insights can transform initial findings into broad strategic directions while facilitating quicker, better-informed decisions.
The Role of AI in Modern Research
The introduction of AI into research presents opportunities for more efficient data gathering and analysis, but it also raises concerns about the quality and depth of insights. While AI tools can assist in identifying trends and summarizing previous research, they lack the nuanced understanding that human researchers bring to the table. The discourse points to a future where traditional research roles are redefined, shifting focus from basic data collection to strategy formation and interpretation. Embracing this evolution invites professionals to enhance their strategic capabilities while maintaining oversight of AI-generated findings.
Victoria Sakal is a growth and go-to-market expert who loves to turn customer, market and competitor insight in product, brand and business growth strategies.
Her hot take? That companies are either paying the "research tax" - spending too much time and money on research and never making a move - or the "stupid tax" - making decisions based purely on gut feel and no evidence. Both of these taxes can get your organisation in trouble, and the best path is to strike the right balance of speed and quality.