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Insight to Impact


(3 ratings)


6 Days


Cohort-based Course

Learn how to develop, present, and defend a POV that transforms insight to impact and makes you an invaluable consultant to the business

Hosted by

Dr. Ari Zelmanow

The Sherlock Holmes of Consumer and Market Behavior

Course overview

Businesses don't want research. They want to make profitable business decisions.

You can catalyze more profitable decisions for your product team through a three-step process:

Collect evidence in a way that preserves its integrity using tried-and-true, detective-grade methods

Interrogate your evidence to build your level of certainty and develop a bullet-proof case

Prosecute your case by developing, presenting, and defending your point-of-view (POV) to arrive at a sound decision

When you deliver good business outcomes, you earn your place as a trusted advisor to the business.

This course is for you if...


You are a UX researcher who wants to drive better business outcomes and be seen as a peer rather than a service provider.


You are a product manager who wants to realize better product outcomes by ensuring that research is directly connected to product decisions.


You are a UX designer who wants to realize better design outcomes by ensuring that research is directly connected to design decisions.

Elevate research to its rightful place as a trusted advisor to product and marketing leadership.

Are those delivering research findings just delivering data or presenting insights?

Break this toxic cycle.

It is counter to diversity, equity, and inclusion (DEI) and is terrible for the business.

You have a fiduciary responsibility to have and deliver your POV.

  • Don't deliver data.
  • Don't present insights.
  • Deliver counsel through a POV.
Do you struggle with stakeholders questioning research methods i.e., the rigor of qualitative research or the size of your sample?

Having an executive presence can solve this. Having an executive presence comes from three things:

  1. Developing confidence in communication
  2. Having a POV
  3. Framing findings in the language of business

Insight to Impact gives you all of these.

Are research decks the primary research deliverable?

Stop delivering decks, and start delivering decisions.

Be seen as the consigliere to the business and delivering strategies like a Bain, BCG, or McKinsey consultant rather than a vendor who delivers research tactics and decks.

Is your research overly tactical, i.e., focused on product usability and issues, and disconnected from the things the business cares about?

Businesses want:

  • 🚀 Predictable growth
  • ⏱ Ability to move fast
  • ⚠️ Reduced risk
  • 🔮 Agility to adapt to unforeseen events and circumstances
  • 💰 Increased value for the business through increased customer value

Learn how to connect research outcomes to these business outcomes

Is UX Research seen as UX Design's "little brother"?

This positions research wrong.

Research should be seen as a peer rather than a service provider to be deployed. Go from "can we get some usability testing" to "help us understand this problem."

Struggling to know how to be a good "data storyteller"?

You aren't alone.

Data storytelling has turned into corporate jargon. Go ahead and ask ten people what it is and get ten different answers.

I will teach you how to Think Like a Detective to build stories grounded in evidence that captivate audiences and inspire action.


(3 ratings)

What people are saying

Lars Böhnke

Lars Böhnke

Head of Product
        Recommend - a great mind, looking at what's needed for max impact, providing material and resources that don't replicate a myriad of UX boot-camps and likely to be suitable for all levels of researcher.
Steve Miller-Perry

Steve Miller-Perry

Senior User Researcher

Meet your instructor

Dr. Ari Zelmanow

Dr. Ari Zelmanow

The Sherlock Holmes of Consumer and Market Behavior

Described as a modern-day, consumer-focused Sherlock Holmes, Dr. Ari Zelmanow helps businesses uncover "clues" that enable businesses to:

🚀 Experience predictable growth

🔮 Adapt to unpredictable conditions

⚠️ Mitigate risk to minimize losses

⏱ Move faster than the competition

💰 Increase value for the business and customers

He currently is leading research for Twilio's Core Platform. Previously built and led insights teams @Gtmhub, @Twitter, @Indeed, and @Panasonic. Prior to leading insights, solved crimes as a metropolitan police detective at @SLMPD. Believes in truth, justice, and the American way, the Oxford comma, and NY-style pizza.

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Course syllabus


Collect Evidence

We will apply detective-grade evidence-collection strategies that preserve its integrity and allows you to build a strong case for a specific profitable business decision.


Interrogate Evidence

We will interrogate evidence to build a "right-size" level of certainty and develop a bulletproof case.

We will develop a point-of-view (POV) that is grounded in evidence.


Prosecute a Decision

We will prosecute a decision from our POV and evidence.

Research is only as strong as the decisions it delivers. We present our case to the business in a way that enables businesses to make better decisions, faster.

Course schedule

≈ 4 hours per week
  • Collecting Evidence

    90-minute workshop over videoconference

    Wednesday, January 18, 2023, at 10:30 am MST

  • Interrogate Evidence

    90-minute workshop over videoconference

    Friday, January 20, 2023, at 10:30 am MST

  • Prosecute a Decision

    90-minute workshop over videoconference

    Monday, January 23, 2023, at 10:30 am MST

Learning is better with cohorts

Learning is better with cohorts

Active hands-on learning

This course builds on live workshops and hands-on projects

Interactive and project-based

You’ll be interacting with other learners through breakout rooms and project teams

Learn with a cohort of peers

Join a community of like-minded people who want to learn and grow alongside you

Frequently Asked Questions

What happens if I can’t make a live session?
I work full-time, what is the expected time commitment?
What is the cancellation policy?
What if I have other questions?
What is lifetime access?
Do you offer regional pricing, i.e. for countries like India, Brazil, etc.?
Can you help me expense this course to my company?
Is there a guarantee?
What's the "instruction style" of this course?
Are there scholarships or financial aid?
Will I get direct access to Ari?
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Insight to Impact