When should clients engage in research?

Research should be used as a tool to amplify, but only after you’ve asked yourself why you’re doing the research.

Is research a good idea early in a product life cycle?

Absolutely. It’s good to use it as a starting point and let the research evolve.

How should clients think about qualitative and quantitative research?

It’s often a good choice to start with qualitative research. That involves things like one-on-one interviews and focus groups. Then armed with the results from that process move into quantitative research, which involves a heavier volume of people. Think of depth vs. breadth.

What kind of business goals can one address with research?

It can help with product testing, log testing, design, social listening, just about any business objective. It’s smart to connect research to actual consumers behaviors. Research can help you identify and analyze actual behaviors and not just what people say they are doing. Segmentation research can help you analyze the habits of very specific people.

And research can adapt with inputs?

Research can be designed to iterate with data, giving you real-time snapshots no matter where your customers currently are.

Research gives you the sometimes hard truths about the likelihood of success your product might be facing?

Good research allows you to validate your concepts and ideas. You might be rooting for a positive set of outcomes, which is understandable, but you want accurate information no matter what. It’s better to have something fall on its face earlier than later.

How can research inform the creative process?

It can help you determine the essence of the brand and the competitive landscape, which can help you understand your brand’s challenges.

How wide a net can you cast with your research?

Research can be very broad or very narrow. Put it this way: you don’t want to just talk to your best customers. You want a wide lens to find new people. You don’t want to spend resources finding out things you already know. Start broad and narrow in.