Ground is shifting beneath the feet of every researcher. Product cycles are faster, stakeholder demands are louder, and the rise of AI is changing everything. In this new landscape, a fundamental choice has emerged, one that will define the trajectory of your career.
Are you a data collector, or are you a data connector?
As Maryam Maleki, Principal UX Researcher at Microsoft, said in a recent article, “AI isn’t replacing researchers. But it is changing what it means to be an efficient, high-impact one.”
The distinction is crucial. A data collector gathers findings, compiles reports, and delivers information.
A data connector, on the other hand, weaves those findings into the fabric of the business. They connect insights to strategy, customer pain points to product roadmaps, and research outcomes to business impact.
The old model is no longer enough. If your role ends after delivering insights, you’re not just at risk of being inefficient. You are at risk of becoming irrelevant.
This shift is critical, and to help you master it, we asked research leaders from top organizations like Microsoft and User Interviews for their proven strategies. We’ve put all their advice into our new report, The Modern Research Workflow. Download it now to get a complete breakdown of hidden frictions, expert-recommended frameworks, and the top tools for your 2026 research stack.
Why good research gathers dust
We’ve all been there. You spend weeks on a project, conduct brilliant interviews, and uncover game-changing insights. You deliver a comprehensive report to your stakeholders and… nothing happens.
This is the collector’s trap. The work is done, but the value is lost.
This isn’t just a feeling but a systemic failure. According to research from Nielsen Norman Group, a staggering 91% of research organizations don’t track the results of their work.
When researchers don’t track impact, their insights become disposable. This leads to siloed customer knowledge, unread reports, and a growing gap between the researchers and the rest of the business. These “hidden frictions” hold many teams back from making strategic improvements in their organizations.
The data connector’s advantage
So, how do you make the leap from data collector to data connector? It means shifting your mindset from delivering a report to driving an outcome. It’s about proactive, strategic partnership.
In the Marvin report, experts from customer-centric companies like Microsoft and User Interviews share their playbooks. For instance, Connor Joyce, Senior User Researcher at Microsoft, emphasizes the importance of the “sniff test” before a project even begins. “The number one thing I try to understand is not just the research question,” he says, “but why is it even being asked?”
This is the work of a data connector. One must dig into the business context to ensure the research is aimed at a problem the organization is actually willing to solve. It’s a shift that directly impacts your influence.
As Lauren Nitta, Director of Pricing and Strategic Operations at Netwrix Corporation, explains, “If you can convey not just the value of what you’re doing, but also the insights to a broad audience in your organization, that not only uplevels your organization, but it uplevels your career.”
Your new superpower: AI as a “thought partner”
This is where AI changes the game. It’s not here to replace the critical thinking of a researcher. It’s here to automate the tedious “collector” tasks, freeing you up to focus on the high-impact “connector” work.
Imagine cutting down your synthesis time from weeks to days, or your reporting time from 10 days to just 4 hours. These are real results our experts are achieving. Morgan (Mullen) Koufos, Lead UX Researcher at User Interviews, says that for thematic analysis, AI is “literally saving me days of work.”
By handling the heavy lifting of transcription, initial coding, and summary generation, AI acts as what Janelle Estes of Bentley University calls a “thought partner.” It frees you to connect data to business strategy, craft compelling narratives, and track your impact.
Get the roadmap to become a data connector
This shift from collector to connector is the single most important transition for researchers today. Our new report, The Modern Research Workflow, is your guide to making it happen.
In the full report, you’ll discover:
- The complete 7-stage ideal research workflow to maximize efficiency and impact
- A deep dive into the 5 hidden frictions holding researchers back and how to solve them
- Actionable advice from a panel of experts on everything from stakeholder buy-in to proving your ROI
- A comprehensive breakdown of how and where to use AI across your entire workflow, including a map of essential tools
The future of research belongs to those who don’t just find the answers, but connect them to action.
Download the free report now to build your future-ready workflow and redefine your impact.
