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Strategic theme

Stakeholder storytelling

The hidden job of translating research into a narrative execs will buy.

3
Quotes
2
Outliers

What customers said

outlier

“Honestly? I don't read the summary. I skim for the one quote that makes me feel something, and that's the slide I put in front of my CEO.”

— Priya S., Head of Insights

so what ·The artifact that travels isn't the report — it's the single verbatim. We should design around quotability, not completeness.

Enterprise researcherStakeholder storytellingFear of missing the outlierJTBDSynthesize interviews into a board-ready narrativeJTBDProve a gut-feel pattern to a skeptical exec
Customer interview — April 12, 2025
 outlier

“The best research I ever delivered was one slide with one quote. The rest got forgotten. That one quote is still quoted three years later.”

— Rina O., VP Research

so what ·Impact is concentrated in a handful of verbatims. Optimize the product for producing one unforgettable line, not 50 mediocre ones.

Enterprise researcherStakeholder storytellingFear of missing the outlierJTBDSynthesize interviews into a board-ready narrativeJTBDProve a gut-feel pattern to a skeptical exec
Deep-dive session — March 28, 2025

“I spend more time arguing about what the research means than doing the research. The synthesis meeting is the whole job.”

— Dana W., Insights Manager

so what ·Synthesis is the bottleneck, not collection. A great library isn't a storage product — it's a meeting-prep product.

Enterprise researcherTrust in AI outputsStakeholder storytellingJTBDSynthesize interviews into a board-ready narrativeJTBDProve a gut-feel pattern to a skeptical exec
Q1 product research survey (n=142)