Research is only as effective as the question is clear

Research is easy – the hard part is defining what should be studied and why.

Then it comes down to aligning with these objectives at each step of the way. My recurring sanity check: “How likely will this give stakeholders what they need?”

The majority of the time that research is ineffective is because of ambiguous objectives at the outset, not a failed analysis or methodology. Another way of saying this, research is only as useful as your initial question is clear. 

This non-clarity propagates through and compromises all subsequent phases from design through analysis and reporting. Long story short: garbage in, garbage out.

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