research strategy

Creating a Strategic Role for Research in Your Organization

An EPIC Talk with MEENA KOTHANDARAMAN & ZARLA LUDIN, twig+fish Human-centered research practices embedded in business contexts have matured to a problematic inflection point. Called upon as a means of finding answers to human complexities, qualitative research is often measured against misappropriated metrics of success. Time, money, efficiency, and return on investment have been artificially applied to demonstrate value to the rest of the business. Although these metrics are meaningful to a business at large, they can diminish the credibility of a nuanced research engagement. This false tie leads to tendencies behind research practices that no longer service the domain of human-centered research—that even hurt it. Leading with method, over-simplifying complex human dynamics, misaligning questions with objectives, and setting unrealistic expectations of data gathering are just some of these responsive tendencies. Research can no longer be a gratuitous technique, conjured to help...