Every time you make a product decision (or an organizational decision or a strategic decision, etc.) you are placing a bet, says Erika. An organisation should not be scared by this but motivated to look for answers and insights.
To help us with this, Erika provides a research model including four types of questions you can ask:
- Generative: What problem might we solve?
- Descriptive: What is happening currently/happened historically?
- Evaluative: How well is our solution working?
- Causal: Why is [x] happening/Why did [x] happen?
Depending on the stage your project is, you apply a certain type of research. For example, if you need to make a strategic decision, you apply generative, descriptive and/or causal research.
Most important takeaway: try to make your research fit the flow of the organisation.