Mirena Zannou

When research teams operate in silos, the business gets a fragmented view of the customer: one team sees behavior, another sees attitudes, another sees experience. When research teams build an integrated insights engine, the business gets something more impactful: one integrated customer reality. This is the story of how UXR and Market Research moved from vague awareness of each other to a more connected way of working, and what other insights teams can do to break their own silos. Key Takeaways: 1. Learn how to proactively make connections 2. How to strengthen the entire insights function role as a strategic partner 3. How to have a holistic view of the customers