Defining your research objectives

Market research begins with clear objectives. Before collecting data or interviewing customers, product managers must establish what they need to learn and why. Research objectives guide the entire process, ensuring focused efforts and actionable insights.

When creating research objectives, consider these key areas:

• Identify specific questions you need answered about your market, customers, or competitors.
• Define the scope of your research to avoid gathering excessive or irrelevant information.
• Clarify how the insights will inform upcoming product decisions.
• Establish measurable goals for what successful research looks like.

For example, vague objectives like "understand our users better" lack direction. Instead, create specific objectives such as "determine why customers abandon our checkout process" or "identify which competitor features are driving customer acquisition."

Write down 2-3 clear, specific research objectives for your current product or a product idea. Each objective should directly connect to a product decision you need to make.^[1]