I wrote recently that getting started with design research can be simple, yet there are some pitfalls to avoid. Here are the ones I’ve seen most frequently:
Mistake #1: Thinking you don’t need to do research.
Sometimes people skip research because they’ve already married to their ideas, or they think they already know everything about their customers. Sometimes they are even afraid of what they’ll learn. For others, research may feel like a luxury that can be spared. And some just don’t know the value of having quality research to inform decisions and shape products.
Research may seem like an expensive step or something that will slow down the process. On the contrary, it saves organizations from building out whole programs, events, or products that people don’t care about.
There are all kinds of ways to scale your research, and a little bit of inquiry is better than none at all. If you’re tempted to skip it for time or budget, consider how you can do a small research sprint.
Mistake #2: Asking too infrequently.
Societal and consumer preferences change. Sometimes in small, incremental ways, and sometimes in big, transformational leaps. We need only look to this year where everything changed overnight due to COVID-19.
I always recommend research before a major brand project, when moving into a new geographic market or serving a new demographic, and when launching new products and services. There aren’t always big new projects and industry shifts to force our hands, though. Even when things are on track, make research part of a regular rhythm. Things change, and the best way to prepare for the future is to keep a finger on the pulse. Doing some form of research at least annually will help you stay informed about the needs and preferences of your most important stakeholders.
Mistake #3: Clinging to the wrong data.
I’ve seen this one a lot. Organizations steadfastly standing by a long-held assumption or outdated intel. It’s often championed by the highest-paid or sometimes a long-term employee. Whole organizations make big decisions based on one (or a few) squeaky wheels, or data collected in a poorly-designed survey ten years ago. There’s a real danger in shaping everything around outliers or outdated information.
You have to be willing to let go of these long-held beliefs and open yourself to seeing new trends and stories.
Mistake #4: Poorly worded or formatted research.
Trying to confirm what you believe. Asking leading questions. Sticking to yes-no questions or numeric rating only. Conducting observation research in a way that feels threatening or big brother-ish. There are a lot of ways to mess it up.
Invest time crafting your research plan, and writing and testing questions or methods. If you aren’t confident in your research skills, keep it simple. Ask for help. The time you spend planning ahead will help you gather more valuable information.
Mistake #5: Excluding people.
Getting a good sample can be tough. You may not have up-to-date contact information for your stakeholders. You may have go-to people you have surveyed before, and it seems easier to just work with them again. It’s worth the effort to branch out.
Don’t just talk to long-term customers. Talk to prospects, new and lapsed customers. Excluding geographic areas, age groups, racial or ethnic backgrounds can leave you with big blind spots. Be inclusive with your research.