Insights Aren’t Outcomes: Research Recommendation Breakage
Summary: Research recommendations often fail to reach users. Without tracking adoption, teams rely on hope instead of evidence to confirm their work creates change.
Many research teams do good work. They identify the right problems, recruit the right participants, and run studies that reveal what is really going on. The end product is often packaged as “insights,” a term that sounds valuable, is easy to celebrate, and has even become part of many team names.
The trouble is, insights themselves do not change anything. They describe the problem and perhaps even provide ideas for how to solve it, but they do not actually fix it.
Too often, the researcher’s work is stopped after describing what is wrong. Their report is shared, heads nod in agreement, and then the project is closed. The assumption is that meaningful changes will follow. But, when the same problems appear in study after study, it is a clear signal that something is breaking between the delivery of research and the delivery of change.
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