But Do Your Insights Scale? with Katy Mogal

When stakeholders have access to real-time data about millions of user interactions, how can qualitative researchers articulate the value of small-sample studies for product and business strategy? Katy Mogal, UX Research Lead at Google Assistant, joins Lou to offer a preview of the case study she’ll share at Advancing Research 2021 (https://rosenfeldmedia.com/advancing-research-2021/sessions/but-do-your-insights-scale/), including learnings about how human-centered researchers can effectively collaborate with functions like data science and business strategy, and how to persuade analytically-minded stakeholders to embrace rich qualitative data about people’s needs and motivations as an input to business strategy. Katy recommends: • Ideo University’s course “ Insights for Innovation” https://www.ideou.com/products/insights-for-innovation • Jump Associates’ workshop on how to move from data to insights through a synthesis process: https://www.jumpassociates.com/learning-posts/insight-action-making-connection/ Register for AR2021: https://rosenfeldmedia.com/advancing-research-2021/register/ About Katy: Katy is on a mission to help product teams develop and ship experiences that make people’s lives better, through building and leading research teams that deliver synthesized insights with a strategic point of view. While working in marketing at Warner Bros. in London, Katy became fascinated with the idea of using survey and analytics data to understand and build for human needs. After graduating from the Wharton School she joined strategic consultancy Lieberman Research Worldwide as an account manager, where she led insights-based strategy engagements for clients including Nike, Weight Watchers and Viacom. Later she moved to Cheskin Research, a design and marketing consultancy that was a pioneer in applying ethnographic research to problems of design strategy. Exposure to a wide variety of data types, and experience bringing them together to tell a holistic story of user needs, became a theme that has run through