With the high-pace expected from insights teams today, it’s easy to understand why many teams treat their research as done once their presentation is delivered or uploaded for viewing. But really, that’s just the beginning.
But what does it take to build an insights team that drives organizational change rather than just delivering data? According to Matt Roberts, VP of Business Intelligence at Formula E and former Head of Research at Formula 1, it involves creating and evolving a healthy, insight-led company culture.
In our recent episode of The Insighter’s Club Podcast, Matt shared his advice for boosting visibility, engagement, and impact within organizations. From hot-desking with commercial teams to simplifying communication, his approach is refreshingly human yet wildly effective.
Keep reading to learn how to build a thriving insights culture that earns trust, sparks change, and delivers solid business value.
Many researchers, especially those new to their careers, can fall into the trap of trying to share everything they’ve found with everyone. They believe “all insights are amazing”, as Matt puts it.
But that approach buries key findings and strong stories. Stakeholders often don’t know what to do with all that information.
High-value insights are those that are so shocking, clear, and impactful that they change behaviors and decisions. It’s not about hiding the depth of the research, but surfacing what matters most. So instead of drowning stakeholders in data, share key insights in short, easy-to-consume formats with narratives that grab attention.
If your insight doesn’t inspire a decision or drive action, it might not be the right one to share.
Even the best insights can fall flat if they’re poorly delivered. Yet, the same pattern is often repeated.
Based on his experience, Matt estimates that most insights teams spend 80% of their time on technical work and just 20% (if that) on communicating the research results. However, that ratio should flip.
Understanding how different people absorb insights is key to communicating with them and influencing decisions. A chief marketing officer (CMO) might appreciate an in-depth, 40-slide deck. But a busy chief executive officer (CEO)? Even just five key bullet points can be enough to convey the message.
Data, or numbers in isolation, don’t persuade people; people do. What’s usually missing is the human side of building culture, so focus on developing your presentation, storytelling, and relationship-building skills. Listen to your stakeholders' needs and company goals, and tailor your insights to each audience.
As a researcher, you need to win over the trust of internal stakeholders. Sometimes, that trust starts with something simple.
Matt shared one example of providing stakeholders with a simple yes/no survey. It wasn’t complex, but the results were useful, and they were pleased that their opinions were being considered. From there, he could deepen the conversations.
The takeaway? Don’t underestimate quick wins, as simple as they may seem. Sometimes, they unlock long-term influence.
Not every stakeholder is data-savvy. And there’s nothing wrong with that.
Matt’s team regularly meets with commercial stakeholders to break down viewing metrics and audience insights in terms that are clear and easy for everyone to understand. They also run drop-in sessions to talk through new data, explaining what it means and why it matters.
This kind of education for stakeholders improves decision-making across the business and turns insights into a shared language. Sometimes, that means packaging insights differently, which could be anything from a one-line Teams message to a short video. The format should match the specific audience’s attention span and content preference.
An easy-to-use, intuitive repository also makes research extremely accessible for whole organizations. A good research platform allows team members to easily search for exactly what they need, whenever they need to. For example, Stravito can provide automated discovery insights and insight-based answers on demand.
An insights team that seems invisible in an organization might as well not exist. If you want a company culture where insights are valued, your team needs to be seen, heard, and felt daily.
One of Matt's standout strategies was embedding his team directly into different business areas.
That includes, for example:
Use this collaborative approach to shorten feedback loops, build trust throughout the company, and help insights become central to strategic decision-making discussions.
A workplace culture where insights are visible, actionable, and continuous is a healthy one. One where relationships are important, stakeholders feel supported (and not sold ideas to), and insight professionals are seen as collaborators rather than gatekeepers.
A healthy workplace culture also celebrates curiosity, where teams don’t just deliver research findings but help the business ask better questions and move forward with their ideas.
✅ Share short and snappy insights rather than a data overload
✅ Match your communication styles to suit your stakeholders
✅ Spend more time communicating your insights and less on analysis
✅ Use small wins to build trust quickly
✅ Make insights accessible and understandable for everyone
✅ Embed team members across the business