Some research happens, usually ad hoc, often designer/PM-led, minimal ops. Findings may validate existing ideas more than drive new ones.

Dedicated researchers exist OR non-researchers are increasingly guided. Research is planned in some cycles. Early ops practices exist (basic repository, participant pools, simple governance).

Research is structured and repeatable. Ops are scaling: standardized recruitment, repositories used broadly, governance frameworks applied. Non-researchers can run studies with support/tooling.

Research influences strategy. Continuous discovery is normal. Ops infrastructure is robust (ReOps team or automated tooling). Insights are reused across functions.

Research is a competitive advantage. Insights shape company vision and innovation. Ops are invisible/automated. Insights are predictive, org-wide, and tied directly to business outcomes.