How Research Roadshows Align Stakeholders and Grow Your Influence

Your user research is like an album: full of hits (insights) that change how your fans (stakeholders) think about the world (their pain points and decisions). But only if they hear the album!

And that’s a problem many researchers—including me—face every day. How best to take our hard work and make sure the decision-makers see it, learn from it, and apply it. Musicians have a solution: they do a tour. For researchers, it’s called a roadshow. 

I’ve used research roadshows to present curated findings (kind of like a setlist) to specific stakeholders at an opportune time (like when I know they have a decision to make). 

Keep reading to learn the:

1. Benefits of a research roadshow
2. Steps to putting on a good one
3. How to measure success

What is a research roadshow?

A research roadshow is a series of presentations, discussions, or workshops with key stakeholders across different teams or locations. It’s an opportunity to share what you’ve learned, build alignment, and amplify the impact of your work with people and teams you might not always include in project readouts.

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Benefits of a research roadshow

In general, a research roadshow helps make insights come alive for your stakeholders. My most engaging deliverables, with video, sharp design, and to-the-point insights, are still no match for my presence. Remember, you are the star of the show, breaking down the “Why, What, and So What?” live for your audiences.

Here are some benefits of doing a research roadshow.

They bust silos

When an audience is full of stakeholders from multiple teams, especially those who might not think they “need” research, the power of customer insights really shines. I’ve created so much cross-functional impact with roadshows. Even if the audience is from a single team, done right, they end up sharing moments with other teams, who then ask for their own.

They create action

One of the most important elements of a successful roadshow is tailoring to your audience. I don’t share the same results in the same way— I link the implications to my audience: their decisions, pain points, and projects. Roadshow audiences typically leave with the energy to do something about what they just heard, because I’ve made it crystal clear for them.

They boost credibility

Want a seat at “the table” in your org? A roadshow is your opportunity to demonstrate how your work connects to vital departments. It should help them feel more confident about their work, and when combined with the work of other teams on your tour, the business is more successful. Roadshows help remind decision-makers of the reason research exists in the first place and the value it can have to the bottom line.

They build understanding

Part of the problem of stakeholders not relying on research is that they simply misunderstand what it is. They don’t know the time it takes, the expertise to design rigorous projects, or the context we use to translate results into recommendations. Roadshows help build a common picture of research, both how it works and how it can help other teams.

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What goes into a research roadshow?

The contents of your research roadshow will vary to some extent based on the audience, but there are a few consistent crowd-pleasers:

• Start with the big picture, but make it snappy: Before diving into the details, give your audience the what, why, and who in 60 seconds or less. 
• Put punchy highlights up front: Don’t bury the lede! Open with the juiciest, most impactful findings. These will hook your audience and frame the following discussion.
• Share findings that matter (to them): Your key takeaway might be that strawberry is the most popular ice cream flavor. But your finance team might care more about the fact that you can save $0.10 per carton by removing a label that no one reads. What's “key” depends on who’s listening.
• Show, don’t just tell: A few short, powerful video clips or customer quotes can make all the difference. People remember stories, faces, and emotions more than charts. But don’t overdo it—even the best clips can feel like a hostage situation if they go on too long.
• The struggles are part of the story: Let’s be real—research is rarely smooth sailing. Maybe you had to track down dump truck drivers on overnight shifts to take a survey about ice cream flavors (!). Sharing challenges makes your work more relatable, transparent, and human.
• Opportunities and next steps: Leave your audience with actionable recommendations—but don’t cling too tightly to your ideas. Be open to discussion, because someone in the room might have an even better take on what to do next. Have strong opinions, loosely held.
• What you’d do differently (because you’re a pro): Depending on the crowd, consider a slide on what you’d change if you did it again. It shows self-awareness and keeps critics from poking holes in your methodology—because you beat them to it.

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Steps to create a research roadshow

The actual roadshow, the presenting and performing, is a small part in the process. The real work happens before you take the stage. Here are the steps I’ve used to create compelling, repeatable research roadshows.

1. Do your homework

Although some elements of your roadshow won’t change, each stop on your tour should have lots of customizations based on your knowledge of the audience. One way to do this is a stakeholder interview. Identify at least one person in the department and grab 15-20 minutes on their calendar (ask them first!). 

Treat this like a research interview. You want to learn:

• What keeps them up at night?
• How do they measure success?
• What do they get rewarded for?
• How do they talk about their work?

If you can’t find time with a stakeholder, check their spaces where they manage and document their work. What documentation can you consult? Are there recorded meetings? Treat this like desk research, where you’re trying to learn everything about what’s out there.

The answers to these questions will help you tailor your findings and recommendations. Use the metrics you see and hear; talk in their language; mention their current and future projects. All of this helps break down barriers to engagement when you take the “stage.”

2. Create compelling materials with simple messages

Research roadshows usually last between 30-45 minutes, depending on the audience. Stakeholders are busy, and their minds may be elsewhere. Because of this, my roadshow materials always have the same characteristics, no matter the project.

• Short: I don’t give them any unnecessary details. I don’t dwell on my methodology beyond telling them what it was (“a survey” or “a series of interviews”). This way, each item in my “playlist” sticks and connects to the next.
• Simple: Most audiences don’t need the research jargon. If you’ve done your homework, there should be terms of interest to them. Use those instead.
• Story: Tell a story with your roadshow. There are many ways to do this, but it usually involves some conflict, characters, climax, and conclusion. Being simple and short doesn’t mean getting rid of the emotion or the faces behind the data. Show those, but connect them and weave the information.
• Visual: Bring your data to life. Rich media like photos and video are a hit, but so are charts and interactive data elements. Many AI tools can help you create these.

As I’m working on my materials, I’m always asking, “Why would [sales, marketing, product, engineering, etc.] care about this?” If I can’t answer that, I cut it (or move to an Appendix).

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3. Practice alone (then practice with a colleague)

Do not wing a research roadshow. You’ve taken the time to tailor your work to an important audience. Don’t rely on your materials to do the work for you. They should support you, not the other way around. Time yourself speaking aloud in front of a mirror, or record yourself. It might feel uncomfortable or awkward, but it’s the quickest way to find your unconscious habits (and if you can do it in a mirror, you can do it in front of an audience!). 

Do this at least twice, and then find a colleague and do it a third time. If you have a good relationship with someone in the stakeholder audience (maybe the person you interviewed!) you might even give a shortened version to them for feedback.

This practice should lead to adjustments in your materials and message. 

4. Schedule strategically

When I’m scheduling my roadshow, I try to be conscious of what else is happening for those teams. For instance, if I want to talk to sales, I plan around things like kick-off meetings. If I want to talk with Product, I plan around their sprint cycles to ensure better attendance.

I like to prep my audiences for roadshow meetings with a short overview of what will be covered and what they will get out of attending. If I’m going to ask them to participate in an activity like brainstorming or co-creation, I might give them a thought-starter to help get them into the right mindset, but almost never ask them to prepare anything formal. I always want to make it feel like this will be a good use of their time—and it might even be fun!

5. Prepare for (most) anything

The most exciting (and slightly terrifying) part of a roadshow is that no matter how much you practice and prepare, there’s usually a surprise come showtime. I’ve come to embrace these surprises and even try to work with them in mind. For example:

• Have an activity up your sleeve: If the audience seems very tired or unengaged, get them moving. Use a whiteboard, co-design, or brainstorm activity. Anything to get them participating in the roadshow. Make it relevant to the project topic.
• Be ready for “hecklers:” Some stakeholders just like to poke holes in things. Don’t take it personally. Instead, be ready for them. I typically create a “Rude FAQ” with all of the hard questions that I might be asked, especially if I know that what I’m presenting may contradict peoples’ beliefs or perceptions. Ask a colleague to throw those hard questions at you and practice answering them.  I also have supplemental data from my study ready in case I’m asked to “prove how I know” something. More reasons to practice!
• Get there early: Even if it’s virtual. Whatever the venue, get into the call / room / space with enough time to get everything set up, tested, and ready before people start to arrive. Then you can greet your guests and avoid fumbling in front of an audience.

Last minute nerves? Funnel that energy into positive vibes with a favorite song (turned up to 11), a “power pose,” or a short walk to keep up the excitement without the anxiety. Remember, you know your stuff, and this can’t possibly be harder than talking to yourself in a mirror!

💡A guide to conducting Minimum Viable Research (MVR)

Measuring a roadshow’s success

Congrats, you shipped your first roadshow! How do you know if it was successful?

My favorite measurement is having a colleague quote me or my research in their own presentations. That means they have truly incorporated the research into their own thinking and decision-making. To help make that happen, check back in to see how things are going after the roadshow, especially if you know the team is making a decision based on your work.

If the team(s) took your recommendations, look for metrics like:

• Site traffic
• Adoption
• Sales

If you don’t have access to those metrics, ask a team member to share how they used the information and the results. Use those results to promote your next roadshow!