#01 - Investing resources to build static artifacts.

No one reads your lengthy pieces. PDFs are overrated. And the day you publish, your data is already outdated, and you start updating.

#02 - Doing one-off unconnected research.

All too often, research is done in bits and pieces without a connecting thread. Build a framework where everything feeds into.

#03 - Not establishing ResearchOps.

Start "processizing" your research approach. Build templates and systems to increase your efficiency.

#04 - Killing serendipity.

Too many plans and too narrowly defined search fields define and limit the outcome at the same time. We must facilitate serendipity and account for unknowns in our approach and systems.

#05 - Riding a one-trick pony.

Many insight teams have their core piece/product, a trend radar, one type of report, etc. But this wears off. It gets boring for the audience and researchers over time. Stay curious and experiment.

#06 - Too proud to do desk research.

The amount of existing knowledge is astonishing. Use what is out there and focus your resources on filling and complementing the gaps.

#07 - Not sharing your insights publicly.

The internet or your ecosystem are free resources to scale your impact. Don't keep your research hidden.

#08 - Putting data before the story

Numbers are great. But people do not remember them. You are responsible for getting your insights across.

#09 - Limited indicators

With the increasing complexity of changing systems, you need to adapt the perspectives you look at them.

#10 - Not being aware of your other biases.

Rethink your potential biases in your team composition, data sources, geographical coverage, etc.

#11 - Stopping with the insight

Your work is not done with sharing your work. Your interest is to increase the potential impact of every single insight. You need to make it actionable.

#12 - Ignoring your audience(s)

You are not researching for other researchers (analysts etc.). Reconsider who your audience(s) are and take the extra steps to translate & transfer your insights into their world.

#13 - Not monitoring

The shelf-life of insights is decreasing. Continuous monitoring is a must-have. Informed decision-making relies on information.

#14 - Fetishizing on academic approaches

Lengthy projects, unnecessarily big sample sizes, etc., are slowing down many insight teams. Rethink your profession as Mixed Martial Arts.

#15 - Too silent

Communicate your work loud and often. Don't wait for them to come to you. You are usually the smartest (best informed) person in the room - so you must speak up. There is no such thing as overcommunication.