Detectives close cases.
They don't just conduct investigations (or research)—their work drives outcomes. Their investigations put bad people behind bars. Researchers (and those conducting research) could learn much from them.
In this course, you will learn detective-grade strategies and tactics—the kind I learned and used as a metro police detective—to build and close business cases, i.e., research projects that drive impact in "business speak."
Research should be one of the most valuable functions in a business…
But it isn’t.
Researchers should be senior consultants that help the business make more informed—and less risky—business decisions...
But they aren't.
We are going to change this.
The secret to becoming a valued researcher is to Think Like a Detective™ to generate better insights—faster—and then have business leaders use those insights to make better decisions.
It's that simple. And that hard.
In just two weeks, you will develop foundational skills that will elevate your career and transform you from an invisible researcher to an influential consultant:
1. You will learn how to Think Like a Detective™ to generate better insights. This will immediately differentiate you from other researchers.
2. You will learn how to use strategic communication to influence business decisions. You will be seen as a consigliere (business consultant) rather than a service provider.
Businesses protect the things they value—and you will be no different.
Value in research comes from being able to leverage insights to affect change. This comes from three things:
🔎 Collecting evidence like a detective
🎤 Reporting insights like a news anchor
🎬 Generating buzz like a blockbuster movie
Master these, and be the change-maker your business needs.
When that happens, you will become a durable, recession-resistant business partner that a company can't live without.
You are a seasoned UX or market researcher who wants to drive better business outcomes and be seen as a peer rather than a service provider.
You are an aspiring researcher who wants to land their first job—and be wildly successful when they do.
You are an executive, product manager, product marketer, or UX designer who wants to use research to make better business decisions.
A common complaint in business is that research "slows things down." I will show you how to be "high-speed, low-drag" so that you aren't seen as an anchor ⚓️, but as a rocket 🚀.
The TRUE VALUE of research is in collecting evidence, connecting the dots, and catalyzing decisions that:
📚 Turn data into stories
📝 Stories into strategies
🚀 Strategies into outcomes
To tell better stories, you have to build better stories.
You will learn this.
Expertise isn't developed from using a cookbook approach to research. You can't be a master chef by following a recipe. You must develop a deeper understanding. The same applies to research. I teach you the fundamentals to becoming an expert practitioner.
The job of research is to help business leaders make less risky business decisions.
I teach you how to communicate effectively using time-tested principles of persuasion.
You will leave with the confidence to deliver research that catalyzes decisions, i.e., has an impact.
Research has historically failed in The Last Mile of Research, i.e., explicitly connecting outcomes to the things businesses really care about.
Learn to speak the language of business and connect your work to business strategy—transforming you from technician to tactician.
The Influential Researcher
Feb 12—Feb 18
Mon, Feb 12, 4:00 PM - 5:00 PM UTC
Wed, Feb 14, 4:00 PM - 5:00 PM UTC
Fri, Feb 16, 4:00 PM - 5:00 PM UTC
Feb 19—Feb 23
Mon, Feb 19, 4:00 PM - 5:00 PM UTC
Wed, Feb 21, 4:00 PM - 5:00 PM UTC
Fri, Feb 23, 4:00 PM - 5:00 PM UTC
As a retired police detective turned market detective, I now investigate human behavior as it relates to shopping, buying, and using products. I am on a mission to make research relevant for businesses.
I currently lead research for Twilio's Communications Business Unit. I previously built and led insights teams @Quantive (formerly Gtmhub), @Twitter, @Indeed, and @Panasonic.
Before leading insights, I solved crimes as a metropolitan police detective at @SLMPD.
I believe in truth, justice, the Oxford comma, and NY-style pizza.
Using the SIMPLE method to evidence and build a case like a detective.
How to develop a working case theory and POV from evidence.
How to market your insights across the business to influence business decisions and catalyze action.
Less than an hour outside of class
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