Researchers often over-index on rational arguments, assuming clear findings will drive action. But decisions are also shaped by emotions and organizational dynamics — political, personal, and power pressures that influence how stakeholders respond. Instead of blaming stakeholders for "not getting it," we should research and empathize with them the way we do with users, and frame recommendations within their context. When stakeholders feel understood, trust builds and decisions become easier.

(00:11) Decisions Drive Research(00:43) Myth of Pure Rationality(01:54) Why Stakeholders Push Back(02:24) Research Your Stakeholders(03:41) Politics and Pressure Factors(04:33) Frame Recommendations for Context(05:55) Communication Builds Trust(06:32) Facts Plus Emotions(08:02) Recap and Next Steps(09:14) Outro and Reach Out

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