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1. I feel like the great debate on Research unicorns is happening like it did with user experience design.
2. A few people really are a unicorn, a lot of people say they are in interviews, but it’s really more than a single role.
3. Research needs tools & support systems to make evidence-based business decisions with it.
4. Without those support systems, companies make bad decisions, products & features fail, & the blame often falls on the person who couldn’t do the job of 2 or 3 people.
5. So let’s list some common activities expected of a single researcher one by one.
6. Define problem spaces.
7. Plan studies & a roadmap to examine those problem spaces.
8. Survey & segment target users.
9. Find representative participants.
10. Schedule those participants.
11. Compensate those participants or manage the vendor that will.
12. Actually do some research using representative users.
13. Analyze the data generated by the actual research.
14. Compare that to any other data that already exists.
15. Generate insights from all that work.
16. Construct a searchable library of those insights & data points that uses language the internal users will understand.
17. Maintain that library over time.
18. Train others to do research so it is repeatable & won’t require extra effort to translate it & add to your library.
19. Generate templates for others with the org to do research.
20. Reports, can’t forget reports.
21. And this is JUST discovery research, not A/B testing or remote unmoderated stuff that requires a unique LOE to ensure you are testing what you actually want to test.
22. In short 😂 do the full-time job of a host of people. Preferably yesterday.
