The Code is more of what you’d call “guidelines” than actual rules.
—Captain Barbossa, Pirates of the Caribbean
Crafting good questions is key to any research initiative. Choosing methods and coordinating logistics is critical to ensure appropriate expectations are set within a project team. At the end of the day, though, none of this matters if the research itself fails to execute on its mission. This chapter explores the tactical side of performing research, including team roles and how to use many of the documents outlined in Chapter 6.
Rules govern human behavior. Whether this is in regards to sports, board games, family dynamics, or company hierarchy, a set of guiding principles defines our roles and interactions with one another. Research is no different. We refer to these tactics as “rules,” though we urge you to think of them more as “guidelines,” as Captain Barbossa famously said in Pirates of the Caribbean (2003).
The best research initiatives have two key roles: a moderator and a note taker. While many aspects of research are adjusted for scope and budget, this is one rule that should be nonnegotiable. Qualitative research is an intensive process, and having the support of a team member is imperative to maintaining flow and pace throughout days of research. While quantitative research tends to be more analytical and metric focused, the second set of eyes is still paramount in establishing ...