Put simply: unusable research is trash.

Harsh? But it’s true.

No matter how thoughtful, well-targeted or brilliantly executed your research efforts are, they’re ultimately useless if they don’t move the needle for your product and your company.

So should you not do it at all?

I strongly believe that it’s better to do research and fail than not do it at all.

If you’ve got time and budget to learn from your mistakes, please allow me to help you make the best of the first round. My Research Power Hour was created specifically for this.

If you’re determined to do it right (and who wouldn’t be?), start with an understanding of how you will move forward with the insight gained from research.

Every research effort, no matter how small, should begin with clarity on “What will this do for us?” and “How are we going to act on this information?”

Until you can answer both of these questions, resist the temptation to get busy.

Try nothing without a plan.

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There’s something to be said about moving faster, especially when you’re seeking clarity on who your best customers really are. It’s tempting to think you can handle everything in-house as a product leader. Truth be told, you and your team are already doing quite a bit.

So why should you consider bringing in a dedicated customer researcher to refine the knowledge you’ve got, instead of tackling it yourself? A few compelling reasons:

Speed

First and foremost, speed matters. When you’re on a mission to understand your customers better, time can be of the essence. Someone solely dedicated to the research can significantly expedite the process. They know the ropes, the shortcuts, and the most efficient ways to gather insights.

Focus

Another critical factor is focus. You have a packed calendar with a dozen other pressing priorities. If you decide to squeeze in customer research there, it’s going to compete for your attention. Hiring a dedicated researcher means you’re bringing in someone who’s laser-focused on solving that one specific problem. No distractions, no juggling multiple tasks—just unwavering attention to the task at hand.

The Exact Insight You Need

Have you ever found yourself drowning in data and not finding that one nugget of information you needed? It happens. When you hire a dedicated researcher, they will steer the research towards the precise information you need, before research even begins. They know exactly what to look for and how to find it, giving you the insights you need to move forward.

Bringing in someone dedicated to one problem allows them to dive deep, find answers efficiently, and do it with minimal hiccups. Could you do it yourself? Absolutely, and you’d probably do a great job too. It’s just that it might take you significantly longer, with a lot more effort, and potentially with a bit less precision.

Some might see research as a time-intensive endeavour. It is; it’s also one that’s perfectly suited for delegation. Let someone experienced handle the heavy lifting—trust me, it’s worth it.

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