A short checklist that saves money and makes the findings far more useful.
Good research starts before anyone collects data. Before you commission a study, ask yourself:
1. What decision will this inform?
If the answer is vague, the findings will be too.
2. Who will act on the results?
Name the person. Involve them from the start.
3. What do we already know?
Much of the answer may be sitting in your own files.
4. What would change our mind?
If nothing would, you do not need research. You need a conversation.
5. How will we share what we learn?
Plan the briefing, the summary and the follow-up before fieldwork begins.