PMs, designers, marketers, and others are increasingly leading research in organizations that don't have dedicated researchers. My three tips: align on and protect a fixed research capacity, make research usable across the organization, and build with the expectation that someone may later take it to the next level.

(00:56) Research Audience Shift(04:11) AI and Layoff Impact(06:21) Reframing Podcast and Book(07:11) New Challenges for Roles(08:00) Tip 1 Protect Time(09:32) Tip 2 Share Research(10:35) Tip 3 Build for Future(11:45) PWDR Mindset Shift

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