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Insight to Impact


(3 ratings)


2 Weeks


Cohort-based Course

Learn how to develop a point-of-view (POV) that transforms UX and market research into actionable (and profitable) business decisions

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.

Help them make decisions by:

Developing a POV grounded in evidence using detective-grade investigation strategies

Presenting a POV in a collaborative way, so that it is accepted, adopted, and inspires action

Defending a POV so the business can make better decisions, faster

This course is for you if...


You are a UX researcher who wants to be seen as a peer, rather than a service provider.


You are a UX designer who wants to ensure that research is clearly connected to design decisions.


You are a product manager who wants to ensure that research is directly connected to product decisions.


You are in senior leadership and want to get a bigger ROI from your research investment.

Elevate the research function to its rightful place as a trusted advisor to business leadership.

Do you feel like stakeholders just want you to deliver data or present 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 your methods or process, 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 you delivering research decks as your primary deliverable?

Stop delivering decks, and start delivering decisions.

Be seen as the consigliere to the business and delivering strategy like a 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

Tired of UX Research being seen as UX Design's "little brother"?

Become a respected business partner.

You will 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."

Transition from being UX Design's "little brother" to valued business partner.

Struggling to know how to tell a good story?

You aren't alone. I will teach you how to Think Like a Detective to build stories grounded in evidence and fact that captivate and inspire action.

Will I get direct access to Ari?


You will get dedicated direct access to Ari during the course.


(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


Success Factors and Constructing a POV

We will apply detective-grade case-building strategies to solving business problems.

We will break down a three-phased research model that preserves the integrity of the research and allows you to build a strong case for a specific profitable business decision.

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


Presenting a POV

We will present a POV that transforms research into a business consigliere—where we don't just deliver data or present insights but deliver counsel.


Defending a POV

We will defend our POV so that we are contributing to the diversity of thought and are part of the decision calculus.

A non-ambiguous and non-qualified POV enables businesses to make better decisions, faster.

Course schedule

~4-6 hours per week
  • Structure

    There will be three 60-90 minute, virtual meetings.

    There will be a few optional guest speaker sessions.

    There will also be optional "office hours" for those who want to meet outside of the scheduled times.

  • Kickoff

    October 17

    Course Portal opens, and pre-work is available.

  • Success Factors and Constructing a POV

    Wednesday, October 19, 2022 @ 2 pm MDT

  • Special Guest Speaker on the intersection of POVs and DEI

    Friday, October 21, 2022 @ 2 pm MDT

    Come meet Jennifer Pierce, PhD, on a special talk relating to business communication and diversity, equity, and inclusion.

  • Presenting a POV

    Tuesday, October 25, 2022 @ 11 am MDT

  • [Optional] Office Hours

    Wednesday, October 26, 2022 @ 2 pm MDT

  • Defending a POV

    Thursday, October 27, 2022 @ 11 am MDT

  • Implementation

    Following the course, I will be offering ongoing support to help you implement what you learned. There will be Systems, Tools, Processes, and Frameworks to help make this easier for you.


    You get lifetime access to all future cohorts—for free.

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?
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