Episode #654: Translating Research into Cross-Functional Strategic Change with Adam Hagerman, Indeed

Release Date: March 24, 2025

Introduction

In episode #654 of The Agile Brand with Greg Kihlström®, host Greg Kihlström engages in a compelling conversation with Adam Hagerman, the Director of UX Research for Employer Products at Indeed. Recorded live at Qualtrics X4 in Salt Lake City, the discussion delves into the transformative journey of translating customer experience (CX) research into strategic, cross-functional changes within a major organization. The episode offers invaluable insights for marketing leaders aiming to harness data effectively to drive business growth and enhance customer satisfaction.

Transforming Satisfaction Measurement

The conversation begins with Adam Hagerman addressing the evolution of user satisfaction measurement at Indeed. Historically reliant on traditional tools like the Net Promoter Score (NPS), Adam and his team recognized the limitations of such metrics in providing actionable insights. At [03:33], Adam explains:

"Measurement is not new. We've been doing it since like phone surveys from ye olden days... NPS is well known and my stakeholders were very excited. They're not anti user sentiment, it's just the tool they were using wasn't as helpful as it could have been."

This realization prompted a shift towards more nuanced and actionable metrics that could better inform strategic decisions and product improvements.

Moving Beyond NPS: Challenges and Solutions

Greg Kihlström probes deeper into the shortcomings of traditional satisfaction metrics at [04:38], to which Adam responds by highlighting the inadequacy of NPS in guiding specific actions:

"If it tells us to push a lever and we push the lever but nothing happens, it's not actually telling us what lever to push makes sense." ([04:38])

Adam emphasizes the need for metrics that not only measure satisfaction but also provide clear guidance on where to invest resources for maximum impact.

Making Research Actionable

At [05:05], Adam elaborates on the process of turning research data into measurable and actionable business strategies:

"Research is the process of collecting information. The reason we collect information is because we need to make a decision... What we bring to the table is kind of the collective baseline for what our users want." ([05:05])

He underscores the importance of deliberate data collection that aligns with organizational goals, ensuring that the insights gathered genuinely advocate for user needs and drive product success.

Change Management in Measurement Approaches

Transitioning to a new measurement system involves significant change management. At [08:11], Adam discusses the challenges of persuading stakeholders to adopt new methodologies:

"It's a change management thing. People are coming in with their own set of expectations, biases, baggage... I'm giving you other options. And by the way, I have data to back it up." ([08:11])

His strategy involves being brutally honest and providing empirical evidence to support the proposed changes, thereby fostering trust and buy-in from diverse stakeholders.

Balancing Quick Wins and Sustainable Growth

The dialogue shifts to balancing immediate improvements with long-term sustainability. Adam shares his approach at [13:19]:

"I had the long term vision in my head... I knew where to start with the quick wins... thinking about your research? I try to think about my research programs as accretive." ([13:19])

He highlights the necessity of initial quick wins to build momentum and gather feedback, which then inform and support sustainable growth initiatives.

Advice for Leaders on Data-Driven Decision Making

When asked for advice for leaders grappling with biases and competing voices within their organizations, Adam offers a pragmatic perspective at [15:19]:

"We may not have all of the information we need to make a decision, but we have a lot of information that can help us know whether we're making a bad decision... And then at some point you just need to go." ([15:21])

He advocates for a balanced approach that leverages available data to make informed decisions while acknowledging and managing inherent uncertainties.

Data Democratization: Benefits and Guardrails

The conversation advances to the democratization of data, with Adam asserting its inherent benefits while cautioning about necessary safeguards at [16:26]:

"I think it's good to have access to it... My concern comes with, do we have the appropriate guardrails in place?" ([16:26])

He stresses the importance of empowering team members with data access while ensuring they possess the skills and frameworks to interpret and utilize data responsibly.

Maintaining a Unified Source of Truth

Addressing the challenge of multiple data interpretations, Adam emphasizes the role of documentation and clear data governance at [19:30]:

"We try to make sure people are empowered to use the data in the correct way or in the intended way." ([19:30])

By providing comprehensive documentation and defining intended use cases, Indeed ensures that data remains a reliable and unified source of truth across the organization.

Staying Agile in a Changing Environment

Concluding the main discussion, Adam shares his philosophy on maintaining agility within his team at [20:39]:

"Change is inevitable... I do not have a lot of process... We're all oriented around what problem we're trying to solve, and we understand that the way we do that will be flexible." ([20:39])

This flexible, problem-focused approach allows his team to adapt swiftly to evolving challenges and opportunities, embodying the agile mindset central to the podcast's theme.

Conclusion

Episode #654 offers a rich exploration of how Indeed leverages UX research to drive strategic, cross-functional changes. Adam Hagerman's insights into evolving measurement practices, fostering data-driven cultures, and maintaining agility provide a valuable roadmap for marketing leaders seeking to enhance customer experiences and business outcomes. Greg Kihlström adeptly navigates the conversation, ensuring that listeners gain a comprehensive understanding of the intricate balance between data utilization and organizational change.

Key Takeaways:

• Traditional metrics like NPS may not provide the actionable insights needed for strategic decisions.
• Transitioning to new measurement systems requires honest communication and empirical support.
• Balancing quick wins with sustainable growth is essential for long-term success.
• Data democratization should be paired with proper guardrails and data literacy initiatives.
• Maintaining agility involves focusing on problem-solving and remaining flexible in methods.

For those seeking to implement similar strategies, this episode underscores the importance of aligning research methodologies with organizational goals and fostering a culture that embraces data-driven decision-making.