Just Enough Research

a book by Erika Hall

Research can mean a lot of different things to different people. For some it can mean “learning something new” and for others it can mean “mitigating liabilities.” To some, the word “research” conjures images of elitist nerds in white lab coats standing over bunsen burners, and for others it is just “my day-job.” I think some of the best reflections on research come from Albert Szent-Gyorgyi (aka. the guy who discovered Vitamin C), and I really like his definition.

Research is four things: brains with which to think, eyes with which to see, machines with which to measure, and fourth, money. — Albert Szent-Gyorgyi

When clients approach me about conducting research it is usually with an air of trepidation yet cautious optimism. Research seems like a good idea and it could make them smarter, but they are worried it might actually be a gigantic pit they are being tricked into throwing their money into.

And researchers, we don’t make this any easier. We talk so casually about all the methods to choose from and the biases to be wary of that we forget that research is really just a philosophy: gaining knowledge is fun, and useful too.

“If any student comes to me and says he wants to be useful to mankind and go into research to alleviate human suffering, I advise him to go into charity instead. Research wants real egotists who seek their own pleasure and satisfaction, but find it in solving the puzzles of nature.” — Albert Szent-Gyorgyi

Erika Hall’s book, “Just Enough Research” thoroughly demystifies research. It provides a practical, succinct guide on (1) what research can do for you (2) and how you should go about doing it.

• Not sure which method to use? The diagram on page 39 will tell you.
• Never conducted an interview before? Start reading on page 84.
• Think a focus-group could be a good idea? It’s not. Hall explains why on page 91.
• Do you have two viable options that you are debating between? A/B testing, my friend. Start with Chapter 9 — Quantitative Research.

To the experienced user-researcher, this book serves as a good “quick reference” on techniques and methods to try. To the novice it serves as an easy-to-digest primer on what research is all about. (Also, I’m pretty sure Hall must be a wizard, because all this content fits snuggly within 150 pages.)

What I really appreciate about Hall’s approach to research is that she makes it clear that research is everyone’s job. Sure, you may have a user researcher on staff (or an elitist nerd in a white lab coat) that takes the lead on all research projects, but the whole point of research is to gain knowledge. And knowledge isn’t useful if it only lives in one nerd’s head. This book, like you would expect, covers a wide variety of research methods and techniques. But what it really provides, from cover-to-cover, is instruction on how to make research a team-driven enterprise.

And for those fighting the pro-research battle at work? Hall has you covered there too. Starting on page 18, Hall outlines some of the many objections people have to doing research and how you can overcome them. The list includes the classic “we don’t have time/expertise/money” excuse as well as the depressingly honest “the CEO is going to dictate what we do anyway.” If you follow Hall’s suggestions you’ll be able to foster a work environment that appreciates and utilizes research.

Research is necessary, but not nearly as burdensome or costly as many imagine. And how do you know when you’ve done “just enough” research? When you feel that satisfying click.

“…[O]ne way to know when you’ve done enough research is to listen for that satisfying click. That’s the sound of the pieces falling into place when you have a clear idea of the problem you need to solve and enough information to start working on the solution.” (Just Enough Research, p. 36)

Book club discussion

• What is the research culture like where you work?
• How do you describe the importance and value of doing research to your colleagues?