Research Expert

Without insights from customers, users, and competitors, good ideas rarely happen. Without facts from the market, investment decisions are guesswork. Research Experts make sure project teams collect the right data using the right methods — and know how to turn that data into actionable insights.
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Gabriele Bacher

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The Research Expert is a key member of the extended Project Team, but never part of the core team. They help the team collect data and turn it into insights. They work as coaches for research methods — and step in as hands-on researchers when the project team lacks the resources or experience. Here are some example activities:

  • Helping project team members plan and execute qualitative (exploratory) research with customers and users

  • Helping project team members plan and execute quantitative research to validate new ideas

  • Helping project team members plan and execute market research (trends, market dynamics, and competition)

  • Executing research themselves when resources or experience are scarce

  • Helping project teams synthesise data into insights and develop research reports

The table below shows example activities for a Research Expert in Phase II of the End-to-End Innovation Process:

Phase

Activities

Exploring Playgrounds

  • Training team members in research methods — most often qualitative social research, desk research, and data analysis with and without AI tools

  • Collecting and prioritising discovery areas and research questions

  • Preparing research methods and experimental setups, e.g. interview guidelines and observation plans

  • Shadowing team members in their first attempts at research (e.g. customer interviews)

  • Supporting ideation workshops

  • Giving feedback to team members on their research performance

  • Developing research reports with key insights

  • Optional: Executing research methods themselves