Building Strong Research Teams and Future Leaders

Overall takeaways from the track follow, but click the below links to dive into each session:

1. Moving from Insights to Strategic Thought Leadership: Laura McCoy, Senior Director, Global Market Research and Intelligence, ResMed
2. Delivering Your Insights Impact: Nandita Sen, Senior Director of Research, Analytics & Insights, InfoVision, Tamar Rimmon, Vice President, Research and Analytics, Fandom, Kerry Sette, Vice President, Head of Consumer Insights & Research, Voya Financial & Prab Sundaram, Director, Global Consumer Insights, Energizer Holdings, Inc.
3. Mastering Market Research: Crafting a Roadmap for Analyst Skill Evolution: Kate Brelsford, Sr. Director, Ethnographic Services, Jennifer Avery, Senior Vice President, Strategic Insights, Jessica Golson, Director, Consumer Insights, Emily Gottfried, Senior Manager, Consumer Insights & Stephanie Heller, Senior Manager, Consumer Insights at Universal Destinations & Experiences

Key Takeaways 

1. A Clear Career Progression Framework is Key: A detailed rubric that defines clear career milestones helps employees take charge of their own professional growth. 

2. The Power of Communication: Transparent communication and feedback are essential for developing team members and aligning expectations. 

3. Master the Fundamentals First: Regardless of new techniques or technologies, mastering foundational research skills is crucial for long-term success. 

Building the Dream Team: A Blueprint for Success 

The session led by Universal Parks & Experiences captivated the audience by unveiling their “sexy” spreadsheet: a comprehensive career progression rubric designed to guide research teams from entry-level positions to leadership roles. This framework wasn’t just about performance reviews—it was a roadmap for development, a tool to encourage growth, and most importantly, a guide to success for every team member. It was clear that the company saw investing in its team as an investment in its future success. 

The spreadsheet was no ordinary checklist; it outlined 80 different items across nine key categories that detailed everything from leadership and survey design to analysis and report writing. But the beauty of this tool wasn’t just the sheer detail—it was about the clear expectations it set for each level within the organization. Universal’s team recognized that clarity and transparency were key to making their employees feel empowered and in control of their career paths. 

DIY Research and Building In-House Expertise 

Universal Parks & Experiences doesn’t outsource any of its research work. Everything—from data collection to analysis—is done in-house. This DIY approach is a conscious decision, designed to cultivate expertise within their team and avoid the novelty-driven approaches that external vendors often bring. The leaders within Universal’s research department, many of whom had risen through the ranks themselves, emphasized that by investing time in defining clear development pathways, they were cultivating a strong internal pipeline of talent ready to drive the company forward. 

It’s easy to underestimate the value of investing in team growth, but Universal’s leaders made it clear: an in-house research team is more than just a cost-saving measure. It’s about maintaining control over quality, consistency, and, perhaps most importantly, understanding the unique perspectives that only an internal team can bring. 

Empowering Teams Through Feedback 

The power of communication was front and center at TMRE 2024. Universal Parks & Experiences ensured that their career rubric wasn’t just a tool for the managers—it was something that empowered employees at every level. By setting clear expectations, employees had a sense of autonomy over their growth trajectory. They weren’t waiting for vague feedback or unclear goals—they knew exactly what they needed to work on to get to the next level. 

The rubric itself became a key communication tool in feedback sessions. Managers weren’t just reviewing employees’ progress—they were using it to guide developmental conversations. By showing what skills were needed for each role, the rubric facilitated ongoing discussions that ensured employees were continually developing the right skills. This communication wasn’t just limited to annual reviews, but rather a continuous loop of growth. 

The Importance of Fundamentals in Research 

In an industry constantly evolving with new tools and technologies, it’s easy to get caught up in the latest trends. However, sessions highlighted the importance of mastering the fundamentals before diving into advanced techniques. Whether it’s survey design, statistical analysis, or developing insights from data, the basics are critical to ensuring long-term success in any research career. 

While advanced methodologies and tech tools are essential, they are only as effective as the foundational skills behind them. Great research starts with a strong understanding of the core skills, and only once these are mastered can advanced techniques truly shine. In this respect, their focus on ensuring employees mastered the fundamentals first helped set them up for a future in which new technologies could be leveraged effectively. 

The Future of Research: More Than Just Data Collection 

TMRE 2024 was full of sessions that emphasized the expanding role of research professionals within organizations. One of the standout themes was the growing need for insights professionals to move beyond their traditional roles as “data collectors” and become active, strategic partners in the business. Whether through storytelling, connecting insights to business goals, or crafting actionable strategies, these professionals are becoming increasingly integral to the decision-making process. 

The day also explored the challenges that research teams face in today’s fast-paced, tech-driven landscape. With tighter budgets, increasing data overload, and rapidly advancing technologies, teams are under pressure to deliver more with less. However, by embracing clear frameworks, fostering open communication, and focusing on core skills, teams can not only survive these challenges but thrive. 

The key takeaway was that by having clear development pathways and a strong internal culture, research teams could turn these challenges into opportunities. Research professionals have to evolve not just by embracing new technologies but by becoming more proactive in shaping business strategies with their insights. The future of research lies in strategic partnerships and empowered teams that can drive change, challenge assumptions, and ultimately lead businesses to success. 

10 KEY ACTIONABLE TAKEAWAYS

1. Career Progression Framework:
   • Action: Develop a detailed rubric defining career milestones for your research team.
2. Power of Communication:
   • Action: Implement regular feedback sessions with team members using the career rubric as a guide.
3. Master the Fundamentals:
   • Action: Ensure your team members have a strong grasp of foundational research skills.
4. Blueprint for Success:
   • Action: Create clear expectations for each level within your research organization.
5. DIY Research:
   • Action: Explore which research tasks could be brought in-house to cultivate internal expertise.
6. Building In-House Expertise:
   • Action: Define clear development pathways for team members to foster internal talent.
7. Empowering Through Feedback:
   • Action: Use the career rubric to guide developmental conversations with employees.
8. Importance of Fundamentals:
   • Action: Prioritize teaching and reinforcing fundamental research skills before advanced techniques.
9. More Than Data Collection:
   • Action: Encourage your team to become more active, strategic partners in the business.
10. Navigating Challenges:
    • Action: Foster open communication within your team to address challenges and seize opportunities.