Getting buy-in is easy

Without a clear and precise research intent document, how do you or anyone within the team understand what the purpose and intended outcomes of a study will be?

You certainly won’t be getting buy-in, that’s for sure:

• Researchers; “I don’t understand why you don’t see the value…”
• Designers; “Erm… well, this is ambiguous, and I’m not sure it does what we need.”
• Product Managers; “I don’t know how to make head or tails of this…”
• Product Owner; “I’m not sure I can defend this when questioned…”
• Champion; “Oh man, now I’ve got to try and justify the investment for this…”
• Stakeholders; “Well, looks like this can be scrapped…”

But, it comes down to the overall accountability of the team to get this right; it’s not just aimed at researchers. Yes, they’re the conduit and responsible for moving the study design forward, but it is a team effort any way you look at it.

So, how do we ensure this doesn’t happen?

Precision in study design

Here’s the thing: clear objectives, spot-on methods, and the right participants are more than just research niceties—they’re your ticket to actionable insights that can shape the future of your products, services, and propositions.

But, let’s face it, getting everyone on board can feel like herding cats. The challenge often lies in showcasing how the intended research directly aligns with your business goals—making it a no-brainer for your stakeholders to nod along.

So, what do we need?

A crystal-clear communication strategy that highlights the ROI of your research, and a study design so aligned with your strategic goals that it practically screams relevance.

Here is the structure we tend to use and achieves consistent outcomes:

1. Executive Summary: Briefly outlines the study’s purpose, objectives, and anticipated impact, providing a snapshot for quick understanding.
2. SCQA framework:
   • Situation: Summarises the context and necessity for research.
   • Complication: Identifies key challenges or knowledge gaps.
   • Question: Presents the central question driving the research.
   • Answer: Offers a preliminary solution, answer, or hypothesis.
3. Supporting Arguments:
   • Objective and scope: Clarifies what the study aims to discover within defined boundaries.
   • Expected impact and value: Highlights the study’s potential benefits, including ROI/ROX considerations and alignment with broader strategic goals.
   • Methodology and data collection: Specifies the activity questions and/or content (surveys, interviews, observational studies, or experiments), along with how each activity links back to the research objectives and questions. And, of course, it includes data collection and analysis methods.
   • Participants and ethics: Details the selection criteria, recruitment strategies, participant screener, and ethical considerations.
   • Timeline and logistics: Describes the research schedule, milestones, and addresses potential risks.
   • Output and stakeholder engagement: Defines expected deliverables and stakeholder involvement.
   • Budget: Provides an overview of estimated costs or credit use.
4. Conclusion: Reiterates the study’s significance, reinforcing its strategic value and the rationale for stakeholder buy-in.

FYI: This structure is called the Minto Pyramid. It ensures clarity and structured thinking, facilitating stakeholder understanding and support by presenting information logically. This method is crucial for conveying complex ideas succinctly, enhancing the persuasiveness of research intent documents.

With this structure, not only will stakeholders be on board but actively engaged, meaning you achieve buy-in and can get down to business. Amazing.