Prioritizing impactful research: A strategic approach

A data-driven approach

In my role supporting several product teams at a large retail organization, I was tasked with addressing a wide array of research questions. As the sole researcher for these teams, the volume of requests quickly became overwhelming. Each team had urgent needs, and there was no shortage of questions to explore. This posed a critical challenge: how could I ensure that my research efforts would have the most significant impact, while also managing the sheer volume of inquiries?

To better understand the teams’ needs, I began by hosting a comprehensive research intake workshop. I received a staggering number of questions—close to 100—spanning a variety of topics. Given the scope, I quickly realized that trying to address every question at once would be neither feasible nor effective. Instead, I needed to develop a strategic approach to prioritize the research efforts that would provide the most value.

I took a methodical approach to make sense of the volume. First, I grouped the questions into clusters based on common themes. This allowed me to identify areas of overlap and pinpoint recurring challenges that needed immediate attention. From there, I developed a custom prioritization framework, using Excel, to evaluate each cluster against four essential criteria:

Existing research knowledge – What do we already know about this topic? (Rated 0-5)

Team readiness to act on findings – How prepared is the team to implement the insights once the research is complete? (Rated 0-5)

Impact level of the decision – How significant is this research to the decision-making process, whether for UI design, product direction, or broader business strategy? (Rated 0-5)

Risk of not doing the research – What are the potential consequences of delaying or forgoing this research? (Rated 0-5)

This scoring framework allowed me to develop a clear research roadmap that prioritized the studies that would deliver the most value and have the greatest impact. It provided transparency, ensuring that all teams understood why certain research was prioritized over others.

Once I had applied this framework and gained alignment with stakeholders, my manager recognized the value of the approach and requested that I formalize it. I created a template based on the process I had followed and shared it with the wider team. To ensure that others could benefit from this method, I led a presentation to walk through the framework and demonstrate how it could be applied across various projects. The session was well-received, and it became a valuable tool for researchers throughout the organization.

This experience reinforced my belief in the power of a structured, transparent approach to prioritization. It helped me balance multiple competing demands while ensuring that research efforts were strategically aligned with the broader business goals. The framework not only helped my immediate team but also became a resource for researchers at all levels, fostering more effective collaboration and decision-making across the organization.