Part 1
The Philosophy
Understanding what fruitful research is and the core principles you can use in any research situation.
Principle 1
Study actionable questions
Principle 2
Learn from the people you’re trying to help
Principle 3
Plan strategically
Principle 4
Collect less but better data
Principle 5
Analyze with skepticism
Principle 6
Report briefly and vibrantly
Part 2
The Study
Walking through the main phases of a study to help you avoid pitfalls, collect less but better data, and deliver findings that resonate across your company.
Chapter 1
Questions
Finding good questions to study can be tough. In this chapter, we cover the places you can look and what you can do once you find them.
Chapter 2
Participants
Who you learn from can completely change your results. In this chapter, we understand why people participate in research and how you can select helpful participants.
Chapter 3
Study Design
How you plan a study can set you up for success or failure. In this chapter, we cover the various approaches you can use in your qualitative, quantitative or mixed methods research.
Chapter 4
Data Collection
It can be easy to want to use as many methods as possible. In this chapter, we focus on the three methods that can be used in 90% of all research situations.
Chapter 5
Data Analysis
Without structure, your data analysis can become a source of confirmation bias. In this chapter, we walk through the foundations of qualitative and quantitative data analysis.
Chapter 6
Reporting
Research reports can be overly complex or lengthy. In this chapter, we cover how to build reports that resonate and drive action.
Part 3
The Appendix
Guides, resources and terms for easy access.
25+ ready-to-use guides, such as:
Conducting a stakeholder interview
Analyzing qualitative data
Choosing a research method
Writing a recruitment screener
Multiple handy references, such as:
Helpful workshop exercises
Qualitative coding strategies
Behavioral economics heuristics
