What will you research?

The subject of your research depends on your goals, which could be to:

• Improve a process or workflow
• Better understand customer habits
• Evaluate concepts
• Test usability
• Refine a value proposition^[1]

Each reason requires using different research methods and asking different questions. For example, a shop-along or field study can be used to better understand customer shopping habits for marketing needs, etc.

For the research study to succeed, it's vital that stakeholders trust researchers, budget for it, and consistently consume and use its findings. To understand your stakeholders' needs, conduct stakeholder interviews. This knowledge, combined with your company's current state of research, will help you form ideas about what to research next.