Understanding the difference between exploratory and reflective research and knowing when to apply each are only half the battle – or maybe only a quarter of the battle. You have not yet truly begun the fight until you have a plan for translating insights gleaned from research into a strategy that can engage your team and your customers.
Here are three methods we often employ to help companies win this battle:
Maintaining focus leads to clear, actionable research. For example, companies commonly make the mistake of including insights that should be held in the appendix of a report in the body of the research. This creates a maze of information that can bog down the team and lead people down the wrong path.
By expanding and contracting your view through a process of divergence and convergence, you can gather more variables that help contextualize the data collected, making it more digestible and applicable. Striving towards consensus too soon can narrow the research and leave out important variables.
A good book sticks with you even after you’ve finished reading it. Research should do the same – especially when it reveals a truly inspirational opportunity. When research lacks an element of storytelling, it can be a chore to go through. People remember stories. They wake up with them… think about them while driving… spend time wrestling with their meaning. How much more could you get out of your research if your team engaged with it on that same level?
Applying research in a meaningful way is a difficult task, and it starts before the research even gets underway. Consider these methods to get the most value out of your research and fuel your company’s growth strategies.