Panasonic USA

Quantive

Indeed

Altria

Ari Zelmanow

I'm a learning scientist who designs training systems that change how people work.

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Learn to use insights to advocate for product growth—and become the strategist your business needs w

Discount Tire

Develop a point-of-view (POV) that transforms UX and market research into actionable decisions

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I2I2

Inaugural Course

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The course that teaches you step-by-step how to build a successful research practice—and team.

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Cohort 7

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Learn to collect evidence like a detective, build your case like a trial attorney, and present it with a news anchor's confidence.

Dr. Ari Zelmanow

Influential Research: How to Influence Product Decisions with Research

Asst Manager, UX Research

Senior Manager, Customer & Market Insights

Digitial Consultant

Digital Experience Consultant

Sr Design Researcher 

UX researcher

Product Manager 

Experience Researcher

senior user researcher

Sr. UXDR

Detectives. They don't just conduct investigations—their work drives outcomes. Their investigations put bad people behind bars. Researchers (and those conducting research) could learn much from them. They don't just aggregate evidence—they use analytical thinking and logic to put the evidence together like a puzzle to build a case that leads to convictions in court. They don't just deliver data—they are master storytellers who win the hearts and minds of judges and juries by capturing the voices and emotions of the victims and witnesses, ensuring their voices aren't lost in the process. Detectives close cases. And so should you. This course will teach you detective-grade strategies and tactics—the kind I learned and used as a metro police detective—to build and close business cases that lead to product growth using customer insights, i.e., research projects that drive impact in "business speak." These skills sharpen your competitive edge and enhance your ability to identify and seize new opportunities, manage risks more effectively, and drive sustainable growth and profitability for your business. Research&nbsp;should be&nbsp;one of the most valuable functions in a business… But it isn’t. People who leverage research&nbsp;should be&nbsp;treated like senior consultants who help the business make more informed—and less risky—business decisions... But they aren't. We are going to change this. The secret to becoming indispensable to your company is to generate better insights—faster—and then have business leaders use those insights to make better decisions. It's that simple. And that hard. In just two half-days, you will become a Growth Detective and develop three foundational skills that will elevate your career and&nbsp;transform you into an influential consultant: 1. You will learn how to&nbsp;Think Like a Detective™&nbsp;to generate better insights. This will immediately differentiate you from those who use the outdated, antiquated, legacy models of data collection. 2. You will learn how to deliver consumer and market insights like headline news. You know, the kind that grabs your audience by the face and wins their hearts and minds. 3. You will learn to&nbsp;use strategic communication to influence business decisions. You will be seen as a consigliere (business consultant) rather than a service provider. Businesses protect the things they value—and YOU will be no different. Develop the confidence and skills to be seen as a trusted advisor to business leadership—and watch your impact and influence grow 🌱

Become the product strategist your business needs—and build the career you want.

Course syllabus

Learn to use the SIMPLE investigation framework to rapidly collect evidence for your case.

🔎 Collecting and interrogating evidence like a detective

Learn how to capture the attention of your audience using The Topline Method.

🎤 Reporting insights like a primetime news anchor

Build bulletproof business cases that enable your stakeholders to make smarter growth bets.

⚖️ Building, presenting, and defending a case like a trial attorney

Special Guest Speakers

Course schedule

You are a product manager who wants to build better products grounded in customer and user evidence.

You are a UX designer, UX researcher, or market researcher who wants to be seen as a peer rather than a service provider.

You are a marketer or product marketer who wants to use insights to create marketing campaigns that resonate with your customers and buyers.

Who is this course for?

What you will learn...

A common complaint in business is that research "slows things down." I will show you how to be "high-speed, low-drag" so that you aren't seen as an anchor ⚓️, but as a rocket 🚀.

How to Think Like a Detective™ to generate better insights faster

The TRUE VALUE of research is in collecting evidence, connecting the dots, and catalyzing decisions that: 📚 Turn data into stories📝 Stories into strategies🚀 Strategies into outcomes To tell better stories, you have to build better stories. You will learn this.

Don't just be a better storyteller—be a better storybuilder

Expertise isn't developed from using a cookbook approach to research. You can't be a master chef by following a recipe. You must develop a deeper understanding. The same applies to research. I teach you the fundamentals of becoming an expert practitioner.

Methods alone are bullshit 🐂💩

The job of research is to help business leaders make less risky business decisions. I teach you how to communicate effectively using time-tested principles of persuasion. You will leave with the confidence to deliver research that catalyzes decisions, i.e., has an impact.

The power to influence business decisions

Research has historically failed in The Last Mile of Research, i.e., explicitly connecting outcomes to the things businesses really care about. Learn to speak the language of business and connect your work to business strategy—transforming you from technician to tactician.

The ability to connect insights to business strategy

POSTER: Diagnose First, Solve Second, Communicate Always

It's rarely the wrong solution. It's unclear thinking — about the problem, the fix, and why it matters.

Why most change initiatives fail before they start

One real problem. Six elements. A diagnosis and case for action before you spend hours on a solution that won't work.

How to diagnose any problem using POSTER

POSTER is the story structure that turns your analysis into something stakeholders actually understand and act on.

How to turn your diagnosis into a narrative that gets a yes

Present Your Business Case in 60 Seconds (or less)

Leading Product Research and Research Operations @Twilio

Learn the POSTER Framework—the exact framework I use to move the needle on my career, business outcomes, and more...

A battle-tested framework to clearly present your ideas

Credibility isn't given; it's earned. You will learn how to show up in a way that makes you be seen as an expert.

Confidence that builds credibility

Presenting your POV should be as natural as drinking water. Learn how to confidently present your position.

How to present your point of view (POV) so you are heard

Pitch any business case in less than 60 seconds

Head of Experience Research at Twilio

Learn to use the last storytelling framework you’ll ever need so you can be confident your ideas will be heard

The POSTER Framework

Organize your thinking so you can present your point of view or idea with confidence

How to position your point of view (POV) for maximum impact

Be seen as a partner and peer to senior leadership so you can stop asking for a seat at the table and just pull one up

Ari Zelmanow will teach you to build training that really works

Ari Zelmanow

About Ari

Courses

Influential Research: How to Influence Product Decisions with Research

Lightning Lessons

POSTER: Diagnose First, Solve Second, Communicate Always

Present Your Business Case in 60 Seconds (or less)

Pitch any business case in less than 60 seconds