Market research in an age of skepticism: Lauren Cheatham of Roblox

In a recent episode of Now That’s Significant, we spoke with Lauren Cheatham, behavioral scientist and Principal Quantitative Researcher at Roblox. With a unique background spanning equestrian sports, academia, and tech, Lauren shares invaluable insights into the challenges of gaining stakeholder buy-in, the evolving role of research, and her vision for the future of market research.

Lauren’s journey to market research

Lauren’s unconventional path to research began with her love for products and brands. Initially envisioning a career in marketing, she fell in love with the analytical side of understanding consumer behavior during her master’s program. “I really love looking at numbers and understanding behaviors at scale,” she says. Her transition from academia to roles at Apple, Instagram, and now Roblox has allowed her to combine deep research expertise with practical business impact.

Overcoming skepticism in research

Lauren addresses the skepticism researchers often face, especially in organizations with strong data science teams. She highlights misconceptions about the rigor and value of research: “There is art and science in research... It’s not just about asking questions; it’s about knowing how to ask the right ones and analyzing data with rigor.”

She emphasizes the importance of educating stakeholders about foundational concepts like correlation versus causation. “It’s shocking how often I have to explain the difference,” she notes, urging researchers to take a collaborative, non-condescending approach when educating others.

Building relationships and trust

Lauren underscores the importance of building personal connections with stakeholders to foster trust. She recounts using a spreadsheet to track personal details about stakeholders, such as their hobbies or family, to create meaningful connections. "Taking the time to build relationships makes all the difference," she explains.

She also advises tackling difficult relationships head-on, sharing a personal story of turning a contentious relationship with a stakeholder into a productive partnership. “Once you get the grumpiest person in the room on your side, the rest follow.”

Advocating for research’s value

A recurring theme is the need for researchers to advocate for themselves and their work. Lauren stresses the importance of documenting impact through what she calls a "garbage doc"—a running document where she tracks evidence of how her research has influenced decisions. “At the end of the year, I can easily pull examples of how my work made a difference,” she says.

She also highlights the importance of clear attribution, sharing a personal example of asking colleagues to credit her team’s contributions when presenting research outcomes.

A framework for gaining stakeholder buy-in

Lauren outlines a flexible framework for gaining support within organizations:

1. Build relationships: Take the time to connect personally with stakeholders.
2. Identify key players: Understand the dynamics in the room and win over the toughest critics.
3. Educate effectively: Use approachable language to share your expertise without alienating others.
4. Show value through impact: Deliver results and ensure your contributions are recognized.

Mentorship and looking ahead

Lauren emphasizes the importance of mentorship in research careers, both seeking out mentors who are a few years ahead and mentoring others. “Throw a ladder down to help others climb up,” she advises, stressing the role of collective growth in advancing the field.

Looking to the future, Lauren is optimistic about research’s ability to shape strategy and user-centric innovation. She sees researchers as a critical voice in advocating for user safety, mental health, and ethical practices. “We have a unique skill set in understanding people, something AI can’t fully replicate,” she says.

Lauren’s insights offer valuable lessons for researchers at all stages of their careers. From fostering trust to demonstrating value, her advice is a blueprint for advancing the role of research in any organization. https://pod.co/now-thats-significant/market-research-in-an-age-of-skepticism-with-lauren-cheatham