On #wayofproduct this week, Dr. Ari Zelmanow, the Sherlock Holmes of consumer market behavior, joins us to share his journey from police detective to Research Leader at Twilio and how his unique perspective transforms how businesses approach research and decision-making.

Here's a sneak peek of our conversation:

⭐ How agile methodologies in software development impacted the speed and approach of research.
⭐ Ari's unique journey from law enforcement to leading research in major tech companies.
⭐ The critical role of research in the business environment and how researchers can serve as strategic advisors.

And there's a lot more insight into where that came from!

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Who is Ari Zelmanow?

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Connect with Ari: https://www.linkedin.com/in/zelmanow/
The Influential Researcher Newsletter: https://influentialresearcher.com/

00:22 Ari Zelmanow's Journey from Police Detective to Market Detective

01:31 The Importance of Research in Business

02:34 The Sherlock Holmes Influence

04:01 The Magic of Research and the Sherlock Holmes Persona

05:37 The Role of Researchers in Business

06:07 The Challenges of Democratizing Research

07:08 The Value of Experienced Researchers

08:17 The Problem with Research Templates

08:31 The Difference Between a Discussion Guide and an Interview Template

09:06 The Role of Research in Startups

10:32 The Experience of Building a Research Function at Twitter

16:14 The Future of Research

16:27 Lessons from Police Detective Work Applied to Research

18:56 The Importance of Abductive Reasoning in Research

20:41 The Difference Between Deduction, Induction, and Abduction

26:25 The Burden of Proof in Business

27:48 Understanding Usability Testing and Decision-Making

28:03 The Role of Certainty in Decision Making

28:44 The Importance of Research in Decision Making

29:20 The Impact of Research on Product Development

29:38 The Research Process and Its Challenges

30:02 The Role of a Researcher: Delivery Person vs Consultant

31:07 The Shift from Traditional Research Reports

31:33 The Power of Observations and Customer Insights

33:50 The Concept of a Top Line Report

34:03 The News Organization Model for Research

34:17 The Role of Researchers in Interrogating Evidence

35:57 The Importance of Ethical Reporting in Research

37:37 The Challenges and Future of Participant Recruitment

42:43 The Role of Researchers in Decision Making

53:01 The Role of Researchers in Interpreting and Delivering Data

53:47 The Importance of Storytelling in Research

54:19 The Influential Researcher Course and Final Thoughts