Field Notes
So how do you actually position research as a revenue generator?
It’s not one big swing (though I wish it were).
It’s a series of small, intentional moves — in meetings, decks, Slack threads, and emails — that slowly shift research from a cost center to a strategic asset.
From: “Research is overhead”
To: “Where's the research team? We're talking strategy and need them here!”
If your work isn’t being treated that way yet, here’s one small but powerful place to start: The Research Readout.
🤝 Set expectations early.
Start your session by saying this out loud:
“Welcome everyone, I want to give you a heads up that today’s research readout is going to be a bit different than what you’re used to. Today, you’re not here just to listen. I want you thinking about what resonates, what doesn’t, and what questions come up and I'll be creating space for that throughout our time together.”
When you invite them in, they show up differently.
🗣️ Design for dialogue.
Plan 3-5 strategic pauses in advance.
After sharing a key insight, stop. Ask a provocative question.
Then look at the Zoom tiles. Call on people.
Get the room talking, disagreeing, pontificating.
Insights don’t stick if people don’t engage with them.
☝️ Don’t just recap, recommend.
Close the deck by highlighting the 3–4 most important takeaways. Then offer your POV: “Here’s what I think this means for your team.”
You don’t need to have all the answers (that would be a fallacy), but a clear hypothesis helps others start building from something concrete.
✨ End with the magic slide.
Your final slide should be bold, white, and simple:
“What do you plan to do with these insights from here?”
No bullets. No visuals. Just space.Let them fill it in, and own it.
(Push through the awkward first seconds of silence, that’s just them thinking).
Remember: We’re in the room to light the match, not just to read the report.
Don’t let your good work collect digital dust.