The Role of Research in Innovation
Great innovation is built on evidence, not guesses. Research is how you replace assumptions with understanding - about customers, markets, and the problem itself. This module covers why research matters, the main types of research, how to run fieldwork and focus groups well, and how to pull it all together into a disciplined Insights Plan.
Quick poll
Before your last big innovation decision, how much real research informed it?
Pick the answer that fits you best - there's no wrong choice.
Learning objectives
After completing this module, you'll be able to:
- Explain why research de-risks innovation and where it adds most value
- Distinguish the main types of research (primary/secondary, qual/quant, generative/evaluative)
- Run effective fieldwork and understand the strengths and limits of focus groups
- Build an Insights Plan that connects questions, methods, and decisions
- Learn from a real case where research reshaped a product for the better
In this module
Sources & Further Reading
- •Goodman, E., Kuniavsky, M. & Moed, A., Observing the User Experience, 2012.
- •Portigal, S., Interviewing Users, 2013.
- •Global Innovation Institute (GInI), Foundations of Innovation body of knowledge.