Great article Laura. Luckily for me my boss does believe in design research but it took some time for this belief to turn into "Ok you can take 1 day out to get out of the building talk to customers and another to analyse what you found and make a presentation".
One thing your article inspired me to do is change the name of the presentation I give to the team a day or two after the research. I usually call the meeting 'User research download' but next time I'm going to us 'Customer Insights'. It's builds on your idea of using the word insights.