In the not-so-distant past, the role of insights professionals was often shrouded in mystery. Research was a behind-the-scenes function—methodologies carefully constructed, data meticulously analysed, and findings unveiled in a grand "ta-da!" moment. But that moment increasingly fell flat. Despite flawless methodologies, statistically robust samples, and genuinely valuable findings, research would often end up gathering dust. Why?
Because the audience—the decision-makers—weren’t brought on the journey.
At the recent Human Insights Conference, a standout CMO panel discussion made this shift crystal clear: the most impactful insights are not those presented in isolation, but those co-created through early and ongoing stakeholder engagement.
The Research Buy-In Shift: From Isolation to Collaboration
Today, CMOs, Heads of Insights, and marketing strategists demand more than polished PowerPoint decks. They want research that solves the problems they actually face—delivered in language and formats aligned with how they make decisions. And that begins before the first survey question is written.
The most successful research outcomes are now the result of a new cultural norm: transparent, collaborative research design.
Stakeholder alignment isn't a post-research persuasion tactic—it’s the starting point.
This means:
- Agreeing on the business problem before scoping methodology
- Clarifying the outcomes stakeholders need from the research
- Making the process visible—explaining methodology, timelines, and check-in points
- Keeping stakeholders engaged throughout, not just at the finish line
Why This Works: Building Cultural Trust in Research
When stakeholders are included from the outset, they’re not just passive recipients of findings—they’re co-owners of the research. This leads to:
- Greater trust in the data (because they understand how and why it was collected)
- Faster decision-making (because there’s no need to re-educate or re-justify the results)
- Better research design (because it's informed by real business context)
- Reduced waste (because research aligns with actual business needs and gets used)
This is a virtuous circle—one where research reinforces its own value by delivering on high-impact questions, gaining buy-in early, and demonstrating ROI through action.
Action Over Explanation: Communicating with Clarity
CMOs and senior leaders aren’t skeptical of research—they’re skeptical of research that feels disconnected from their reality. That’s why insights teams must shift from academic presentation styles to action-oriented storytelling.
- Lead with business implications, not data dumps
- Use narrative tension to frame findings as solutions to urgent problems
- Visualise impact, not just data points (e.g., “15% lift in brand preference = $2.3M opportunity”)
- Prioritise findings by what moves the business, not what looks interesting
- Speak with confidence, not caveats
Designing for Impact: Stakeholder-Centric Research Planning
To truly embed insights into decision-making, researchers must adopt a consultative mindset. Ask:
- “Who are the decision-makers?”
- “What keeps them up at night?”
- “How can we tailor research to answer those questions?”
This doesn't mean compromising research integrity—it means making insights relevant and usable. When stakeholders feel heard from the outset, they’re far more likely to trust and act on what the data says.
The Redge Advantage: Research That Sticks
At Redge, we’ve seen how this shift transforms research ROI. Our approach ensures that CMOs and insights professionals aren’t speaking different languages—they’re aligned from day one, and often they get results by day two. We help our clients avoid the “ta-da” trap by designing research that informs, engages, and delivers.
Because the best insights aren’t just found—they’re used.