"We don't have enough information to make a decision!"
"Everything is so unclear!"
"We need more research, but we don't know where to start."
"Of course we have a research objective. In fact, we've got five or six of them."
Often when we hear clients expressing these things, we work with them to discover that it isn't a lack of information, but a lack of clarity about what they know, and don't know, about the problem. If you're dealing with this in your organization, and you have limited resources, the last thing you should do is invest in more research (yet). First, you've got to wade through the complexity and ambiguity and sort out exactly what you need. And a sorting activity is an excellent first step. Here's how you can get started:
Sorting exercises may seem simplistic, but there's a reason these are one of the first things we teach to babies, and then to kids learning to read, and later, to people who are programming, filing, organizing, or creating an information architecture. They help us get to the gist of what we need to know, to make sense of the world. And they can help you do better research, more efficiently, and for less time and money. I'm sure of it.
My name is Megann Willson, and with my partner, Steve Willson, we run PANOPTIKA, where we help our clients see everything they need to know to find, understand, and keep customers. You can also find us on LinkedIn, on Twitter, or Facebook. If you'd like more news you can use to grow your business, subscribe to our weekly updates, and the occasional offer, using the link below.
Megann and Steve, Partners in PANOPTIKA, are working for our clients every day to help them see everything they need to know to make better decisions in their complex business environment.
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