Even the most well-executed research can fail. Not because of flaws in the research itself, but because your stakeholders aren’t engaged. Researchers put so much effort into understanding their users, gathering insights, and executing studies, yet often engaging internal audiences is overlooked. Stakeholder management is one of the most underrated drivers of a researcher’s success, and in today’s climate of tight budgets and heightened scrutiny, it cannot be ignored.
Given current economic uncertainty, executives are quick to label research as a “nice to have”, but sidelining it is risky. As many researchers will attest, research in times like these is often most critical, as it informs, de-risks, and strengthens your most important business decisions.
When research is siloed, brought in late, or not actively advocated for, it risks being seen as an afterthought rather than an essential driver of business outcomes.
The stakes for understanding customers have never been higher. According to Deloitte’s 2025 Holiday Retail Survey, consumer outlook is the most negative it has been since tracking began in 1997. While value remains a key factor, shoppers’ decisions are increasingly shaped by trust and the experiences brands provide. In this competitive environment, businesses cannot afford to guess what their customers want. They need to be fully dialed into their research strategy, tracking not only what customers need today but how those needs and expectations will evolve over time.
From Insights to Impact
The most influential research isn’t just about collecting data. It’s about translating insights into action. One of the biggest mistakes researchers make is assuming stakeholders will connect the dots on their own. Contextualizing findings to the priorities, concerns, and outcomes that matter most to decision-makers is essential. And it's not about crafting an “interesting” story. It's about creating a narrative that truly resonates with your internal audience and makes the importance of your insights undeniable. To help ensure your research drives impact, here are 5 key principles for managing stakeholders effectively:
The Researcher’s Playbook for Influence
- Build Relationships & Trust
Influence grows from trust. Engage stakeholders beyond formal meetings, through informal conversations, small check-ins, or casual discussions. These moments often lay the foundation for future collaboration and advocacy.
- Empathize with Stakeholders
Understanding stakeholders’ goals, pressures, and motivations is as critical as understanding customers. Empathy helps you align your insights with their priorities and anticipate potential roadblocks.
- Balance Data & Storytelling
Data alone rarely drives decisions. Insights become powerful when framed in a narrative that emphasizes actionable takeaways and centers on the points that truly influence strategy. Make your story matter by connecting the data directly to your stakeholders’ goals. Research only drives impact when your audience sees themselves in it.
- Read the Room & Iterate
Just like your customers, stakeholders’ goals and priorities will evolve over time. Stay attuned to these shifts and adapt your storytelling accordingly. Continuously refine your narrative to address their most pressing needs as insights only drive action when your audience sees their work and priorities reflected in them.
- Identify Champions
Identify key stakeholders and internal champions who can help elevate your insights and advocate for their impact. Building advocacy early ensures that insights reach the right people and are acted upon.
Why Stakeholder Engagement Is Non-Negotiable
Research is a critical strategic business function, but its impact hinges directly on a researcher’s ability to engage internal audiences. In today’s fast-moving, cost-conscious environment, research teams must not forget to champion their own work. Without active management of stakeholders, insights risk dying in a slide deck rather than shaping decisions, influencing strategy, and mitigating risk. Great research doesn’t fail in the field. It fails quietly, without buy-in, without influence, without champions. The quiet but deadly research blind spot isn’t neglecting the user. It's neglecting the people who will act on what you uncover.
To ensure your research drives impact, focus on building trust, empathizing with your stakeholders, telling stories that resonate, and identifying your internal champions. Master these principles, and research will survive beyond the slides, it will shape decisions, influence strategy, and secure the future of your business.
