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.
Purpose
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.
Context
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
| Practice | Description | Benefits | Frequency |
|---|---|---|---|
| Defining Research Objectives | Clarify what you aim to understand or discover. | Ensures research is focused and aligned with project goals. | Quarterly with new objectives. |
| Identifying Target Audience | Tailor your research methods and questions to the audience. | Increases the relevance and effectiveness of research findings. | Quarterly with new objectives. |
| Developing Research Plan | Outline timeline, resources, and methodologies. | organises research efforts and ensures efficient use of resources. | Quarterly with new objectives. |
| Recruiting Participants | Ensure a representative sample for your research. | Enhances the validity and applicability of research findings. | Continuous |
| Preparing Research Materials | Such as questionnaires or interview guides. | Facilitates effective and consistent data collection. | Continuous |
Anti-patterns
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
Integrating Users into Digital Product Development
How BMW Motorrad utilized innovative participant recruitment strategies to integrate fans into their digital product development process, enhancing user engagement and product quality.
BMW Motorrad
Scaling UX Research Through Effective Participant Recruitment
How Fidelity Investments effectively scaled their UX research efforts by optimizing the recruitment of research participants.
Fidelity Investments
