Reimagining Research as a Strategic Organizational Catalyst
When I first embarked on the mission to revolutionize research at AT&T, I knew we needed more than traditional research approaches. The telecommunications landscape was rapidly evolving, and our research methodology needed to be equally dynamic and comprehensive. My vision was to create an enterprise research organization that would not just support product development, but fundamentally transform how the company understood and engaged with customers.
The Four Pillars of Enterprise Research
The foundation of our research transformation was built on four critical pillars designed to address comprehensive enterprise needs, each overseen by a Principal Researcher on the team.
Research Practice and Standards
First, the Research Practice and Standards pillar became our knowledge cornerstone. We developed a company-wide insights repository that centralized research findings, created detailed consumer archetypes, and developed frontline personas that provided deep, actionable understanding of our diverse customer base. This pillar also instantiated a peer-review process that had researchers review each others studies to ensure sound methodology and rigor.
Industry and Innovation
Our Innovation and Industry pillar pushed boundaries by focusing on patent innovations and exploratory research into emerging technologies and industry trends. This forward-looking approach ensured AT&T remained at the cutting edge of technological and market developments, as well as industry trends.
Metrics and Measures
The Metrics and Measures pillar introduced a robust framework for measuring customer experiences from initial concept through product launch. We developed sophisticated evaluation methodologies that allowed for granular tracking of product experience and customer satisfaction throughout the development lifecycle.
Communication, Education, and Inclusive UX
Communication, Education, and Inclusive UX focused on upskilling researchers and educating the broader business. By creating comprehensive training programs and fostering a culture of continuous learning, we ensured that research insights were not just collected, but understood.
Research as a Strategic Organizational Differentiator
By reimagining research-at-scale as a strategic function, we transformed UX, product strategy, and employee experience at AT&T. Our approach demonstrated that comprehensive, insights-driven research is not just a support function, but a critical driver of organizational innovation and customer-centricity.