Top Three Research Dos and Don'ts

DO

Have a plan

Before even beginning to write a discussion guide, construct a survey, or gather videographers and assistants, be sure to ask yourself: what are my goals for this study?

DON'T

Stick to the plan

Most of the time, participants will give data that you would never have expected. When we start with research goals, this can often make a researcher feel that they've failed, because the participant isn't giving what they're looking for... but isn't that the point of research?

When things start to get weird, it's important to go with the flow. That's when the real findings show up.

DO

Learn as you go

Most research jobs require understanding of about six different programs. It's difficult to know every piece of research software, but the best way to learn them is to practice using new tools as often as possible, especially as a student. Free tutorial sites are great, but I've found easier learning comes when there's a given task, something at stake, and a deadline.

DON'T

Forget your bias

Many of us have been taught to feign complete objectivity through years of academic research papers and science class experiments. In advertising, and in business, we don't need to be completely objective. This can be a jolting realization at first, but after some time, it makes a lot of science. As researchers, our job is to find opportunities for our clients. As advertisers, we want our clients to succeed! This in and of itself is a bias, and one that can help a study as much as it can hurt it. 

Objectivity is helpful when gather raw consumer feedback. Be aware of your bias as a researcher and consumer, but play it up when needed, as in a focus group or IDI.

DO

Tell a story

Reporting can be hard. We want the client to think that we're smart, but we don't want them to feel dumb. The best way to do this is to create a research narrative, guiding the client through findings as they chronologically appeared, and ending with key insights. 

DON'T

Take findings for granted

Even after packaging our insights up neatly and providing sufficient support from data, creatives often surprise us by needing new support when preparing a pitch. Much of the time, that support already exists and comes from findings you may never have thought you'd use. Organize and catalog your data so that any quote, video,  or survey response can be accessed quickly