Preparing Research

Preparing for research involves systematically planning and setting up activities to gather insights about customers and business goals, crucial for informed decision-making in product development.


The purpose of good preparation is to ensure the smooth and efficient operation of the research process. It helps in setting clear objectives, identifying the right methods, and ensuring that the research is aligned with the product strategy and business goals.


Industry Context

Research can be seen as an extravagance in many organisations with researchers constantly having to argue for the value of research.

ZeroBlockers Context

Research is a core part of the activities of Stream Teams. However, since the teams are accountable for outcomes, they need to ensure that they get the balance right between time invested in research and time spent building the product.

ZeroBlockers Practices

Defining Research ObjectivesClarify what you aim to understand or discover.Ensures research is focused and aligned with project goals.Quarterly with new objectives.
Identifying Target AudienceTailor your research methods and questions to the audience.Increases the relevance and effectiveness of research findings.Quarterly with new objectives.
Developing Research PlanOutline timeline, resources, and methodologies.organises research efforts and ensures efficient use of resources.Quarterly with new objectives.
Recruiting ParticipantsEnsure a representative sample for your research.Enhances the validity and applicability of research findings.Continuous
Preparing Research MaterialsSuch as questionnaires or interview guides.Facilitates effective and consistent data collection.Continuous


  • Lack of Clear Objectives: Research can become unfocused and may not yield actionable insights.

  • Ignoring the Target Audience: Teams might collect irrelevant data, which doesn't accurately inform product decisions.

  • Inappropriate Research Methods: Different methods are suited to different research questions, and using the wrong method can lead to inaccurate or incomplete data.

  • Biased Participant Recruitment: Recruiting participants who do not accurately represent the target audience can skew the research findings and lead to incorrect assumptions about user needs and behaviours.

Case Studies

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Continuous Discovery Principles
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