Citing insights in research-based product plans
Atomizing research increases findability — but traceable citation unlocks even more research value
Even when a research community is making strides in increasing the mindshare and presence of their outputs — the ‘through line’ between insights and decision makers’ actions may remain difficult to follow.
Insight consumers will develop varying approaches for incorporating research-based rationale into their work. You don’t have to wait for those patterns to emerge in order to cultivate more references to research. You can develop standards for traceable research citations and encourage their adoption.
Traceable research citation
A reference in a product development deliverable that links to specific research learning in a knowledge management tool (e.g. an insight summary hub or research report library). These references are not links to uninterpreted evidence; they point to researcher-analyzed insights. References should be legible on their own, and they may include excerpts of content from their underlying sources.
Establish patterns for research citations
Standard patterns and practices for citations tell your partners how you want your research community’s work to be represented. Usage of these standards makes research engagement visible, and it allows for inspection of the insight-fueled reasoning behind decisions. This improved transparency can in turn lead to product owners being more open to starting their new planning efforts from existing research.
1. Minimal citations
For cases where space in a planning deliverable is tight — and the insight name alone will provide enough rationale — you can offer a minimal citation pattern. This type of citation presents a linked insight title, with some basic branding and a limited amount of metadata. You can also present a series of minimal citations in a table format, with the assumption that curious reviewers will follow links into knowledge management tools to learn more.
2. Content-rich citations
For cases where additional research content and evidence would be beneficial — and there’s a bit more space in a planning deliverable — you can offer a content-rich citation pattern. This type of citation builds on the minimal pattern, adding supporting evidence, more metadata, and other content. Depending on the knowledge management tools you use, this type of citation might be auto-generated by adding an ‘embed’ link into a destination deliverable.
3. In-depth citations
For cases where your colleagues will want to include more detailed rationale — and whole sections or an appendix can be added to a planning deliverable — you can offer an in-depth citation pattern. This type of citation builds on the content-rich pattern to pull in even more research content, effectively turning the destination deliverable into a hybrid research report.
Much more to come on these topics in forthcoming ‘Stop Wasting Research’ book for Rosenfeld Media
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