15: When Data Disagrees: Earning Stakeholder Trust with Story Haas

This episode, originally a webinar, focuses on navigating one of the most challenging moments in research: when your findings contradict what stakeholders expect. Hosted by Justin Luster from Sawtooth Software, the episode features Story Haas, Product Research Leader at Owens Corning, who shares strategies for presenting unexpected data while maintaining stakeholder trust. Story walks through real examples where data seemed wrong. Examples include fraud rates declining when leadership expected increases, product usage that appeared impossible based on sales figures, and trends that contradicted expert assumptions. Whether you're presenting research findings or simply trying to communicate data effectively, this episode offers valuable guidance on building credibility when the numbers tell an unexpected story.