Enable your team to see what your customer actually said. Include the context of the question asked and what else they said or did in the research session. Set up, conduct and analyze customer insights in a format where you can create full transparency to your process, and always enable your stakeholders to “double click” on a conclusion to understand the analysis and see the customer’s direct quotes or actions.
Consider conducting the research in the participants native language. Answering questions in a language you’re not fluent and comfortable in can result in misinterpretations and unintentional use of words. Also consider removing the moderator and setting up research in an unmoderated form to create an unbiased environment where you can compare apples to apples across participants.
The typical reports, for one, require substantial time allocated to consume, and second, tend to be static. As soon as a new priority arises it’s difficult to use the report. One way of involving your stakeholders in the research that leads to decisions is to communicate with them on their terms. Consider communicating results and recommendations following atomic research principles. Results can quickly be communicated and have direct links to the fact substantiating them.