When we do not adequately integrate research into the business process, it may result in 'not meeting consumer needs'. The consequence is that the business is unlikely to grow. You can compare it with being a fisherman in uncharted waters: you need to know what to fish for, what equipment you need to catch the most fish, where to find the fish and if there are any fish at all.
You can use the following framework to integrate research into your business process:
- Identify which types of process decisions you are making at each stage of the business.
- Identify what information you need to make those decisions.
- Identify what information you can obtain with research.
- Identify the situations in which research should be conducted (see the tutorial 'When you should not do research').
- Identify the research methods and tools that suit your needs. You can start by thinking about one approach to address one objective. For instance, we built fastuna.com
to match typical tasks that product developers, innovators and marketers solve on a daily basis, taking into account this principle.
- Have an agreement with key stakeholders about integrating research into the business process.
To make a business case to them, explain:
а) which information will research provide,
b) which decisions will this information help with,
c) how this approach to decision making is going to support the business.