Research Lifecycle
A repeatable, time‑boxed workflow that keeps research tied to a single business decision (so it doesn’t sprawl into “infinite scope”) and ends with assets + a decision workshop, not just findings.
Define decision and hypotheses
align on the choice we must make and the assumptions that shape it
Decision brief
what we are deciding, why it matters now, constraints, and success criteria
Hypotheses map
a short set of testable beliefs tied to the decision and ranked by risk
Research questions
questions crafted to prove or refute each hypothesis without leading
Scope guardrails
decision to make, why now, constraints, success criteria
Research design and sampling plan
Choose the right methods and who/what we’ll study—so results are credible and usable.
Research plan
methods, sources, analysis approach, timeline
Sampling plan
segments/roles, quotas, inclusion/exclusion criteria
Recruiting plan and screener
if interviews/surveys are involved
Source plan
where evidence will come from: docs, product signals, ads, reviews, calls
Build and test your research instruments
Build the tools that collect clean data—and test them before scaling.
Instrument(s)
Questions designed to test assumptions without leading or biasing participants
Data capture templates
Claim extraction sheets, evidence logs, and tagging schemas for consistent analysis
Pilot summary
What broke, what changed, and what's ready for production fieldwork
Fieldwork protocol
Consent notes, recording procedures, versioning, and naming conventions
Gather inputs with rigor and traceability
Execute fieldwork with discipline. Track coverage, monitor quality in real time, and build an organized evidence library that's ready for analysis.
Track fieldwork status and sample health
Organize raw data with consistent tagging
Flag emerging patterns as they surface
Document sources, timestamps, and context
QA and Analysis
Validate data quality, then synthesize into insights tied to the decision.
QA Log
Record checks run, issues found, and fixes applied so the record is clear.
Clean Data
Deliver a cleaned dataset when relevant plus a codebook that explains fields and tags
Insight Map
Lay out themes, the evidence that supports them, and a confidence rating tied to each hypothesis
Analysis Memo
Translate findings into implications and clear, prioritized recommendations for the decision at hand.
Deliverables & Decision Workshop
Turn insight into clear decisions and ready assets so teams move fast and with confidence.
executive readout
A tight deck or memo that states the decision, the evidence, and the recommended move.
asset package
Tangible tools the team can use now: reality vs rhetoric maps, battlecards, and positioning briefs.
source of truth
A single repository with datasets, transcripts, screenshots, and links so the record is traceable.
decision workshop
A focused session with agenda, facilitation, and an action plan that names owners and next steps.