How to pick the right research methodology

There are 2 fundamental truths about the strongest business decisions, bets, and strategies.

1. They require good insights and data 

2. The research required to get those insights / data is often a real pain to do

Me kicking off research I know I need to do but will get grey hairs doing:

Doing research is characteristically slow, expensive, and extremely time-intensive. 

Between qual vs. quant, primary vs. secondary, internal vs. external, DIY vs. DFM, and other factors, there are more options than ever...

But more options means more trade-offs to consider (accuracy, quality, relevance, etc.).

So today we’re sharing the resource we wish we had: 

A breakdown of how to design an effective research effort and choose the best approach / solution. Download and save for future reference.

Breaking it down, here’s what you need to put some thought into:

1️⃣ What are we trying to do or accomplish?

What’s the business- or team-specific problem we're trying to solve?

2️⃣ Why / what specifically will that inform or allow us to do?

How will we use this info?

3️⃣ What are our knowledge gaps to close or validate?

Any existing hypotheses?

4️⃣ What type of information / answers will help us close those knowledge gaps?

5️⃣ Has someone already asked or explored this?

Is there helpful or essential context that can provide a stronger foundation for our research? What elements haven't already been uncovered or unpacked?

6️⃣ Where do we find the info we still need?

• What type of insight do we need?

• Who (if anyone) do we need to talk with to close those gaps?

• What constraints are we operating within?

What are we willing (and not willing) to sacrifice in terms of the answers / information we gather?

• What other dynamics do we need to take into account?

7️⃣ What specific Qs do we need to ask to get the info we need?

This decision tree will ensure your research has a purpose, fulfills a real need, gives you the right level of fidelity and actionability, and closes the right knowledge gaps.

There's still an ever-growing number of solutions to consider across primary, secondary, DIY, DFM, low-budget, low-time, etc. — but at least you're optimizing for the right things.

Here's to spending your energy on the decisions that matter (who to serve, where to play, how to win) ... NOT on the best way to get information that will power those decisions. 🥂

Victoria

PS. Check out how Snapchat's Global Head of Research thinks about choosing the right research methodology, and where all innovation research starts at AT&T.

PPS. To discuss the best approach for your next project or kick off your own desk research, grab some time with us!