How to Create a Research Plan

The research space is virtually infinite, presenting an overwhelming array of possibilities and directions. Without a structured plan, teams risk wasting time on irrelevant findings or failing to address the critical questions driving their product forward. A research plan ensures focus, alignment with strategy, and the efficient use of resources.

Author

Rory Madden
February 03, 2025

A well-structured research plan helps teams focus on what truly matters for the product. But writing a research plan is a distraction from the core goal: doing the actual research work. So we need to make it as quick and easy to create as possible. Let’s review the core sections of a research plan and how we can populate them quickly and with minimal effort.

Background and Objectives

Every research plan should begin with a clear understanding of the context. The background and objectives should stem directly from the product’s strategic goals and the priorities set for the current planning period. Rather than trying to create any new content the focus should be on creating an executive summary for the product strategy and current objectives.

Our eCommerce site currently focuses on a limited range of product categories. To stay competitive and meet the evolving needs of our customers, we aim to diversify our product offerings. This expansion will involve adding new categories that align with our brand and appeal to our target audience.

OKR: Become a leader in the fashion e-commerce space
KR1: Add 5 new product categories by the end of Q3.
KR2: Increase the number of SKUs by 20% within 6 months.
KR3: Achieve a 15% increase in the average order value within 3 months of adding new categories.

Research Questions

High-level research questions are the foundation of any effective research plan. Based on our current objectives, what are the the most critical uncertainties. The goal is to define questions that are broad enough to guide the research yet specific enough to ensure actionable outcomes. Avoid diving into overly detailed or technical questions at this stage; the focus should remain on uncovering insights that directly inform decision-making.

1. What are the current gaps in our product offerings that customers are looking to fill?
2. Which new product categories have the highest potential demand among our existing and target customer base?
3. How do competitors' product ranges compare, and what opportunities exist for differentiation?
4. What are the potential risks and challenges associated with introducing new product categories?
5. What pricing strategies should we adopt for the new product categories?

Timeline

The timeline for the research must align with the period of the product objectives. For many teams, this means quarterly cycles, although six-week cycles are becoming increasingly popular. A six week timeline balances being long enough to get something meaningful done with being short enough to keep people motivation to move quickly.

Participants

Most products have a number of different target personas or jobs to be done. However, not all personas or jobs will be relevant based on the current priorities and the objectives that you are trying to deliver on. Narrowing the focus ensures that the insights gathered are applicable to the product’s current challenges and opportunities. A precise definition of participants also helps streamline recruitment and improve the overall quality of the research.

Current Customers
1. Frequent shoppers with high engagement levels.

2. Customers who have provided feedback or made inquiries about product availability.

Recruitment strategy: email, on-site pop-ups


Potential Customers

1. Individuals within our target demographic who have not yet made a purchase.

2. Participants from relevant online communities and social media groups.

Recruitment strategy: social media ads

Methodology

Your research methodology should comprise a thoughtful mix of quantitative and qualitative approaches tailored to your objectives. Whether the approach involves interviews, surveys, usability tests, or observational studies, it’s important to select methods that will yield the most valuable insights within the given timeframe and resources. A well-chosen methodology ensures that the research is both efficient and effective.

Customer Interviews
Conduct in-depth interviews online with a diverse cross-section of our current customers to understand their needs, preferences, and pain points.


Competitor Analysis

Perform a detailed analysis of competitors’ product ranges to identify trends, gaps, and opportunities.


Surveys

Distribute online surveys to a large sample of our customer base to quantify demand for various potential new product categories.


Market Analysis

Utilise market research reports and data analytics to identify market trends and size potential new product categories.

Resources

A robust research plan also accounts for the resources required to execute it successfully. This includes budgeting for tools, platforms, and personnel while considering any constraints. By identifying these needs upfront, teams can avoid bottlenecks and ensure that the research runs smoothly. Clear resource allocation helps in setting expectations and maintaining alignment with stakeholders.

Budget: $5,000 for participant incentives and ads
Tools: SurveyMonkey and Zoom

Conclusion

A well-structured research plan is essential for maintaining focus and direction. By focusing on clearly defined objectives, timelines, and methodologies, teams can ensure their efforts yield actionable insights that drive the product forward. Planning isn’t about restricting possibilities—it’s about ensuring the right questions are answered at the right time, with the right resources.