For the most part, the fight to generate demand for research is won. The challenge for research leaders and their teams now centers on how to satiate the demand for research without sacrificing the integrity and robustness of their craft. The need for insights at speed and the tug o' war between research (and researcher) supply and demand means that research "democratization" and leaning on research technology have become key strategies for organizations around the world who want to deliver products and services that their customers want. As a result, product managers, designers, content designers, engineers, and more often take on the task of doing research—skilled or not. 

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In 2019, I devised the term "people who do research," or PWDR for short, to describe this wide cohort of people who do research (or activities that are research-like) to make better-informed decisions about their work. Whether democratization is intentional or not, it's within this context that most research teams operate today. To scale a research practice and culture that rocks, research leaders must face the democratization of their craft head-on. But they needn't do it alone because research ops can play a critical part. In this talk, I'll share how my research ops team at Atlassian has helped upgrade access to insights and the appreciation for well-executed research and the tactics you might use to do the same.