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Applied Research - Collecting Data is no Witchery

Collecting Data is no Witchery

My learnings of a speech by Erika Hall

For our second project work we are supposed to do some research. “I am not a researcher!”, was my first thought. “How will I manage to do that?” I was intimidated by the thought of doing work like market research institutes. “I am not capable to do that!”

But our teacher Heinz Wittenbrink recommended the book “Not enough research” by Erika Hall to us. This revealed the term of applied research to me. It means to apply research methods from the field of “pure research” to get information and data to solve a real-world problem. In contrast to scientific research which aims to create new knowledge by detecting new facts or fundamental principles applied research serves the goal to get enough information to make better decisions in your project.

Searching the web for more by Erika Hall I stumbled over her speech at an Event Apart. I was fascinated how she explained applied research and what a great help it can be.

Assumptions carry risks

In the process of designing a new product or improving a certain service, a lot of assumptions pop up on what the customers like, do or need. We tend to be driven by our personal assumptions on how customers think or behave, or what they might like or how they solve day to day problems. But these assumptions are personal mindsets which do not mirror the real-world.

If we want to improve the world with our product or service, we have to understand the real world. People think, behave and solve problems in different ways. And there are always more people who think or feel differently than me. How could I dare to assume that my mindset is the same as the one of my friends, neighbours or people I do not even know? There is, for sure, a gap between my assumptions and reality – and this gap means great risk.

Just think about a present you gave to a friend. You assumed that your friend would love this special pair of socks because you liked it so much. But your friend is disappointed, because he or she likes another kind of socks. This is not a big deal – it’s just socks! And now you know what kind of socks he or she would have liked and buy that kind. But imagine you would have built your whole company concept on the assumption what people would appreciate sockswise!

Fill the gap with knowledge

The only way to reduce the risk of assumptions is to get information. And in order to collect this information you have to ask the people questions. In fact, put your assumptions to the test. Develop a systematic inquiry.

Man with magnifying glass in front of his face
Photo by Marten Newhall

Form questions

What do I need to know to develop a product or service that solves a real-world problem? What are the unmet needs of the people? To gain useful data, it is essential to form good questions. They are

  • specific
  • answerable
  • practical

Ask detailed questions which will generate answers that contain the information you need for answering the overall research question. Vague questions do not lead to these answers. It is not: “What do you thinks about socks?” But it is “What kind of material you prefer?” Or “What kind of socks do you have in your drawer?” Or “Do you have a pair of socks that you never wear? Why?”

 The process of applied research is quite simple:

  • Form questions
  • Gather data by interviewing and/or observing people and by reading other people’s research
  • Analyse the data

Gather data

The best way to gather the data is to leave your comfort zone. Get out of the office and meet the people in their comfort zone. In their own territory, people feel much more confident and will respond and behave much more open and truthfully. There is a big difference between what people say they do and what they really do. Be honest, haven't you ever answered a question in a survey with this tiny pinch of untruth, because you have a bad conscience? So, you have to understand the people at their individual level. It also means that you, the interviewer, has to listen. Let the people talk. The interview is about them and you want to understand them deeply. Try to see the world through their eyes.

Photo by Etienne Boulanger
Photo by Etienne Boulanger

Analyse the data

The goal of the analysis is not to write a report that might end up in a drawer. It is about finding patterns! You are distilling insights from the data. These insights are the basis for actionable input that contributes to your project. Here is where creativity comes in. What will we do, based on what we have found out? Based on real-world evidence we will, for sure, create a better solution to a real-world problem.

Research is no witchery

Erika Hall has convinced me that research is not that big deal. Even with a small or no team, a low budget, little time and not much experience applied research is the way to make better decisions.