EVENTBRITE
Rethinking How Research & Insights Support the Business
The question
Eventbrite had strong research capabilities across different parts of the organization, but those capabilities were not always operating as one connected system.
The question became: how could research and insights work together more effectively and become a stronger strategic partner to the business?
The signals
Different teams were often answering different parts of the same customer story.
One group might be focused on the market and consumer behavior.
Another might be focused on how people used the product.
Another might be focused on what event hosts said after the experience.
Each perspective was useful, but the organization did not always have a consistent way to connect them.
There were also opportunities to improve prioritization, ownership and alignment with the company’s most important business questions.
The gap
The business did not lack information or expertise.
The challenge was connecting what already existed.
Without clearer ownership and shared priorities, there was a risk of duplicated effort and missed opportunities to see the full picture.
What became clear
The answer was not simply combining teams or standardizing every method.
The stronger model was to preserve different specialties while aligning them around shared business questions and company priorities.
The focus needed to shift from “Which team owns this method?” to “What problem are we trying to solve, and what combination of perspectives will help us solve it?”
The Influence
The work laid out a future-state vision for a more coordinated and strategic insights function, with clearer ownership, stronger prioritization and better connections between market understanding, product experience and event host feedback.
The goal was to help research contribute earlier to business decisions rather than simply respond to requests after the direction had already been set.
Ready To Look Again?
The Answer May Already be in Plain Sight.
Let’s look at what the evidence is telling you.
Ready To Look Again?
The Answer May Already be in Plain Sight.
Let’s look at what the evidence is telling you.
Follow our strategic perspectives
EVENTBRITE
Rethinking How Research & Insights Support the Business
The question
Eventbrite had strong research capabilities across different parts of the organization, but those capabilities were not always operating as one connected system.
The question became: how could research and insights work together more effectively and become a stronger strategic partner to the business?
The signals
Different teams were often answering different parts of the same customer story.
One group might be focused on the market and consumer behavior.
Another might be focused on how people used the product.
Another might be focused on what event hosts said after the experience.
Each perspective was useful, but the organization did not always have a consistent way to connect them.
There were also opportunities to improve prioritization, ownership and alignment with the company’s most important business questions.
The gap
The business did not lack information or expertise.
The challenge was connecting what already existed.
Without clearer ownership and shared priorities, there was a risk of duplicated effort and missed opportunities to see the full picture.
What became clear
The answer was not simply combining teams or standardizing every method.
The stronger model was to preserve different specialties while aligning them around shared business questions and company priorities.
The focus needed to shift from “Which team owns this method?” to “What problem are we trying to solve, and what combination of perspectives will help us solve it?”
The Influence
The work laid out a future-state vision for a more coordinated and strategic insights function, with clearer ownership, stronger prioritization and better connections between market understanding, product experience and event host feedback.
The goal was to help research contribute earlier to business decisions rather than simply respond to requests after the direction had already been set.
Ready To Look Again?
The Answer May Already be in Plain Sight.
Let’s look at what the evidence is telling you.