NEW FROM 8:28 INSIGHTS
Insights Enablement
Access to customers is expanding.
Insight quality has to keep up.
More people across organizations are being asked to learn directly from customers, interpret research, work with data and make decisions from what they hear.
That creates enormous opportunity.
It also creates a new challenge:
How do teams expand access to human understanding without sacrificing the quality of the insight?
8:28 Insights Enablement helps organizations strengthen the human capabilities behind the insight: asking stronger questions, interpreting what people really mean, challenging weak conclusions and turning learning into decisions that matter.
WHY NOW
More people can do research these days.
That doesn’t automatically mean better insight.
Research platforms are easier to access.
AI can generate discussion guides, summarize transcripts and surface patterns in seconds.
Product managers, marketers, designers, CX teams, strategists and leaders are increasingly talking directly with customers and working with insight themselves.
But access is not the same as judgment.
A tool cannot automatically determine whether a customer comment is simply interesting or truly meaningful, whether another explanation should be considered or not considered, or whether the evidence is strong enough to influence a decision.
8:28’s Insights Enablement builds that capability inside your organization.
The capability behind insight
Technology is better because of humans. Humans are better because of technology.
WHAT IT IS
What is 8:28’s proprietary Insights Enablement approach?
Insights Enablement is the deliberate development and cultivation of a new ecosystem comprised of the skills, judgment and ways of working that help organizations create and use insight well.
It goes beyond teaching people how to conduct research.
We help teams become better at:
Framing questions around the decision that actually needs to be made
Having more productive conversations with customers and users
Recognizing the difference between an observation, a finding and a meaningful insight
Challenging assumptions and pressure-testing conclusions
Making sense of complex information while maintaining the human story
Using AI and emerging tools without outsourcing human judgment
Socializing learning so it travels beyond the people who generated it
Connecting insight to decisions, action and accountability
The goal is not to turn everyone into a researcher.
It is to help more people throughout the organization become responsible, confident and skilled users of human insight.
WHO IT’S FOR
Built for teams across the organization
You do not need “Insights” in your title to need insight capability in our new business climate.
Insights, Analytics + Research
Strengthen question framing, synthesis, strategic interpretation, stakeholder influence and the connection between learning and business decisions.
Product + Design
Help teams engage directly with users without sacrificing rigor, recognize meaningful signals and avoid overreacting to isolated feedback.
Customer Experience
Move beyond collecting feedback toward understanding what matters, why it matters and what deserves to change.
Marketing + Brand
Sharpen the questions behind the brief, interpret human behavior in context and turn learning into stronger strategy.
Strategy + Innovation
Use customer and human understanding to pressure-test assumptions, identify opportunities and make more informed bets.
Leaders + Cross-Functional Teams
Build stronger judgment around the research, data and AI-generated information teams are producing leading to more efficacy in decision-making.
OUR POINT OF VIEW
Access is no longer the advantage. Judgment is.
Data is ubiquitous.
The organizations that win will not simply be the ones with the most dashboards, tools or research.
They will be the ones whose people know:
What deserves to be asked.
What deserves to be trusted.
What is truly meaningful.
And what to do next.
That is the capability 8:28 helps build inside your organization.
WAYS TO ENGAGE
Sometimes you need the capability. Sometimes you need the expertise.
8:28 can help with either.
Build the capability
We train, coach and equip your teams to ask stronger questions, interpret learning, recognize meaningful insight and use it more effectively.
Add senior expertise
We can embed fractionally alongside your team to challenge thinking, advise on live work and move important decisions forward.
Let us do the work
For research that requires experienced practitioners, 8:28 continues to design and execute full-service qualitative research, synthesis, strategy and facilitation.
Different needs. Same goal: better human understanding leading to better decisions.
WHAT YOU BUILD
What might an engagement look like?
Insights Enablement Diagnostic
Understand where insight quality or adoption is breaking down today... from question framing through interpretation, socialization and use.
Better Customer Conversations
Equip non-researchers and researchers alike to ask stronger questions, probe effectively, reduce bias and distinguish meaningful signals from interesting anecdotes.
Leadership Working Sessions
Align leaders around what strong insight looks like, how it should influence decisions and what leaders need to model for the broader organization.
Team Training + Applied Labs
Build skill using your organization’s real questions, briefs, customer conversations, data and business challenges.
Insight-to-Action Coaching
Work alongside teams on live projects as they move from learning to recommendation, decision and activation.
Custom Playbooks + Tools
Develop practical prompts, frameworks, templates and working norms that strengthen capability long after the engagement ends.
WHO LEADS IT
Built by someone who has had to use the work
For more than two decades, Cynthia D. Harris has worked on both sides of the insights equation.
Before founding 8:28 Insights, Cynthia held roles across brand, marketing, innovation and consumer insights at organizations including Procter & Gamble, McCormick, Bath & Body Works and Abbott Nutrition.
She has commissioned research, received agency recommendations, made decisions from the work and lived with what happened after the presentation ended.
Today, she brings that experience to organizations as an insights and brand strategy advisor helping teams not only generate stronger human understanding, but use it well.
That perspective is at the center of 8:28 Insights Enablement.
Human-led. AI-amplified.
AI should make insight work stronger, not less human.
We help teams use technology to accelerate the right parts of the process while keeping people responsible for framing, context, interpretation, judgment and decisions.
The goal is not to become simply more dependent on tools.
It is to become better thinkers in a tool-rich world.
BY INVITATION · LIMITED COHORT
Become a Founding Design Partner
8:28 is inviting a small number of organizations to help shape the next evolution of our Insights Enablement methodology.
Founding Design Partners will work directly with Cynthia and the 8:28 Collective to identify where insight is getting stuck, strengthen priority capabilities and apply the work to real business challenges.
In return, we’ll ask for candid feedback that helps us continue refining the experience for future organizations.