“If you want to come up with a solution – the truth is very important.” – Elon Musk
Generally, research is the organised and systematic method of finding answers to questions.
It is systematic because it is a process broken up into clear steps that lead to conclusions. It’s organised because there is a planned structure or method used to reach the conclusion.
Research entails collection of data; documenting critical information; analysis and interpretation of that data/information, in accordance with suitable methodologies set at the start guided by specific disciplines.
If business, institutions, organisations and society in general are to function efficiently and effectively, it’s important that the decisions they make are based on valid and reliable information and thorough analysis, which can only come from research.
- Confirm what was already there
- Give views and arguments substance
- Reveal hard facts that could support hypotheses, arguments or beliefs, and make it easier to plan and intervene
- Bring about new information and facts
- Show what is most likely to address issues or problems successfully
- Provide key information that will enable developing clear strategies
- Help to make cost-benefit arguments
- Provide solutions to complex problems
- Help develop new products and services
- Help save costs
- Improve life, those you serve and that of the organisation
- Raise profits
- Improve operations
The major steps in conducting research are:
- Identify the problem or concern
- Specify the purpose and objectives of research
- Review previous literature
- Determine specific questions
- Specify a conceptual framework
- Include a set of hypotheses
- Choice of a methodology (for data collection)
- Data collection
- Verifying data
- Analyse and interpret the data
- Report and evaluate research
- Communicate the research findings
- Give recommendations on steps going forward
RD operates as an independent research entity – delivering insights and intelligence on whatever it is you need knowledge on.
For any business, the most important research topic generally is Consumer Insights
An insight is an undiscovered, unexpected truth that seems strangely familiar yet not obvious. It provides a clearer understanding of complexity and acts as a springboard to new thinking.
RD’s Research Practice offers the opportunity to fill in gaps in user insights with proven data that can produce actionable results, by offering primary research — qualitative, quantitative and experimental; and secondary research, using existing internal and third-party data.
By generating actionable insights with data science, the research will produce better strategy and better creative. And clients love better. Without insights, a brand is aiming for mediocre, so RD’s iterative research projects create smarter, more efficient programs that work.
Approach and Capabilities
- Compile a primer of relevant insights
- Deep-dive into a product category to uncover white spaces
- User Journeys
- Conduct interviews, focus groups and surveys
- Conduct card sorts
- Channel activity
- Go-to-market strategies
- Compile key information, examples and best practices
- Derive actionable insights from overarching trends
- Keyword volume research
- Social listening
- Reading industry publications and forums