Rabbit holes & research hacks

I can see clearly now

The key to short cutting your research is clarity. That might sound obvious, but it's easy to forget to spell out what we're trying to find out before setting out.

Even if you think you know - and you're doing the research yourself - write a brief. The process itself will help you narrow your focus and keep you on track.

But why?

Once, you've taken the plunge and find yourself knee-deep in information - and stuck as to 'what's next'. It's time to re-engage your 4-year old self ask 'why?'

This type of questioning helps get to the root cause, allowing us to extract insights as we go.

Sakichi Toyoda, the founder of Toyota, developed a technique called ‘The 5 Whys’ in the 1930s, which is still widely used today.

The aim is to help get to the root of a problem by digging deeper. Each time we ask ‘why?’ we uncover an issue that is contributing to a bigger problem, or stress-test an idea.

Try river jumping

Are you stuck and not sure where to take your search next? It might be time to don your wellies - so to speak.

River jumping is a technique to overcome the brain’s subconscious classification system that limits our thinking.

• Re-express from someone’s else’s perspective – go back to that four-year old! Children often have an interesting way of looking at the world. Or try to look through the optics of someone with a different job function and a different set of challenges.

• Related worlds – see what can be learned from parallel industries. The finance and technology sectors are often trailblazing and can be a great source of inspiration.

• Revolution – challenge existing rules by questioning ‘what if?! If you play it safe, you’re likely to get a safe solution.

• Random links – using unexpected stimulus. If you normally source your ideas from trade magazines, social media or competitor activity then try something completely different.

The more left-field, the better. If you’ve ever had an ‘in-shower epiphany’, then you’ll understand.