Effective research begins with a sound set of hypotheses and guiding assumptions. But too often, the prep work gets short-changed in an effort to get things into field quickly. Or worse, the design and content of your research is entirely based on assumptions that have never seen the light of day.
First Five is a series of five (or so) highly-targeted, quick-turn interviews among key customers designed to ensure our research is properly aimed, informed by knowledgeable customers and grounded in the realities of the marketplace.
And like everything we do, it is designed to answer questions for immediate action.
Aim, adjust, and act.