Research Methods

The best book on creativity I've ever read is 48 pages long, was written in 1939 by an ad man who left school in 6th grade, and takes about 30 minutes to read. Here's his entire method: The book is "A Technique for Producing Ideas" by James Webb Young. Young wasn't an academic...he was a copywriter at J. Walter Thompson who created one of the most controversial ads in history (a 1919 deodorant ad so blunt that 200 women cancelled their magazine subscriptions and female copywriters told him he'd insulted every woman in America. Sales went up 112%.) Here's the method: Step 1: Gather raw material (both specific and general). Young says the quality of your ideas is directly tied to the quantity and diversity of what you feed your brain. * Specific material is research about the actual problem. * General material is everything else: history, psychology, random conversations, unrelated industries. The more pieces you have, the more combinations are possible. Step 2: Mentally chew the material. Take the facts and turn them over. Look at them from different angles. Try fitting pieces together like a puzzle. Young says most people quit here because it's uncomfortable...you're holding a bunch of disconnected information and nothing clicks yet. That discomfort is the process working, not failing. Step 3: Drop it completely. Stop thinking about the problem. Go for a walk. Watch a movie. Sleep. Your subconscious is still connecting the pieces even when your conscious mind has moved on. Step 4: The idea shows up on its own. Young says it'll come to you "while shaving, or bathing, or most often when you are half awake in the morning." This only works if you did steps 1-3 honestly. If you skipped the research or rushed the chewing, nothing shows up in the shower. Step 5: Test it against reality. Take your idea to other people. Let them poke holes in it. Young says most people are so attached to the flash of insight from step 4 that they skip this entirely, and the idea dies on contact with the real world. Good ideas survive criticism, but great ideas get better from it. The underlying principle is simple: An idea is nothing more than a new combination of existing elements. You can't combine things you haven't collected, and you can't connect dots you've never seen.

Designing effective surveys is not just about asking questions. It is about understanding how people think, remember, decide, and respond. Cognitive science offers powerful models that help researchers structure surveys in ways that align with mental processes. The foundational work by Tourangeau and colleagues provides a four-stage model of the survey response process: comprehension, retrieval, judgment, and response selection. Each step introduces potential for cognitive error, especially when questions are ambiguous or memory is taxed. The CASM model -Cognitive Aspects of Survey Methodology- builds on this by treating survey responses as cognitive tasks. It incorporates working memory limits, motivational factors, and heuristics, emphasizing that poorly designed surveys increase error due to cognitive overload. Designers must recognize that the brain is a limited system and build accordingly Dual-process theory adds another important layer. People shift between fast, automatic responses (System 1) and slower, more effortful reasoning (System 2). Whether a user relies on one or the other depends heavily on question complexity, scale design, and contextual framing. Higher cognitive load often pushes users into heuristic-driven responses, undermining validity. The Elaboration Likelihood Model explains how people process survey content: either centrally (focused on argument quality) or peripherally (relying on surface cues). Users may answer based on the wording of the question, the branding of the survey, or even the visual aesthetics rather than the actual content unless design intentionally promotes central processing. Cognitive Load Theory offers tools for managing effort during survey completion. It distinguishes intrinsic load (task difficulty), extraneous load (poor design), and germane load (productive effort). Reducing the unnecessary load enhances both data quality and engagement. Attention models and eye-tracking reveal how layout and visual hierarchy shape where users focus or disengage. Surveys must guide attention without overwhelming it. Similarly, the models of satisficing vs. optimizing explain when people give thoughtful responses and when they default to good-enough answers because of fatigue, time pressure, or poor UX. Satisficing increases sharply in long, cognitively demanding surveys. The heuristics and biases framework from cognitive psychology rounds out this picture. Respondents fall prey to anchoring effects, recency bias, confirmation bias, and more. These are not user errors, but expected outcomes of how cognition operates. Addressing them through randomized response order and balanced framing reduces systematic error. Finally, modeling approaches like like cognitive interviewing, drift diffusion models, and item response theory allow researchers to identify hesitation points, weak items, and response biases. These tools refine and validate surveys far beyond surface-level fixes.

Your research findings are useless if they don't drive decisions. After watching countless brilliant insights disappear into the void, I developed 5 practical templates I use to transform research into action: 1. Decision-Driven Journey Map Standard journey maps look nice but often collect dust. My Decision-Driven Journey Map directly connects user pain points to specific product decisions with clear ownership. Key components: - User journey stages with actions - Pain points with severity ratings (1-5) - Required product decisions for each pain - Decision owner assignment - Implementation timeline This structure creates immediate accountability and turns abstract user problems into concrete action items. 2. Stakeholder Belief Audit Workshop Many product decisions happen based on untested assumptions. This workshop template helps you document and systematically test stakeholder beliefs about users. The four-step process: - Document stakeholder beliefs + confidence level - Prioritize which beliefs to test (impact vs. confidence) - Select appropriate testing methods - Create an action plan with owners and timelines When stakeholders participate in this process, they're far more likely to act on the results. 3. Insight-Action Workshop Guide Research without decisions is just expensive trivia. This workshop template provides a structured 90-minute framework to turn insights into product decisions. Workshop flow: - Research recap (15min) - Insight mapping (15min) - Decision matrix (15min) - Action planning (30min) - Wrap-up and commitments (15min) The decision matrix helps prioritize actions based on user value and implementation effort, ensuring resources are allocated effectively. 4. Five-Minute Video Insights Stakeholders rarely read full research reports. These bite-sized video templates drive decisions better than documents by making insights impossible to ignore. Video structure: - 30 sec: Key finding - 3 min: Supporting user clips - 1 min: Implications - 30 sec: Recommended next steps Pro tip: Create a library of these videos organized by product area for easy reference during planning sessions. 5. Progressive Disclosure Testing Protocol Standard usability testing tries to cover too much. This protocol focuses on how users process information over time to reveal deeper UX issues. Testing phases: - First 5-second impression - Initial scanning behavior - First meaningful action - Information discovery pattern - Task completion approach This approach reveals how users actually build mental models of your product, leading to more impactful interface decisions. Stop letting your hard-earned research insights collect dust. I’m dropping the first 3 templates below, & I’d love to hear which decision-making hurdle is currently blocking your research from making an impact! (The data in the templates is just an example, let me know in the comments or message me if you’d like the blank versions).

What do Albert Einstein, Paul McCartney, and Virgina Woolf have in common – besides being highly influential figures in their respective fields? All three revealed that some of their most creative ideas came to them whilst they were walking or sleeping. Ok, so what’s the brain up to this time? Why should disengaging help #creativity? In 2014, a group of researchers at Stanford measured the positive effects of mild physical activity on creativity – and found that walking boosted creativity by between 50-80%. 👉 When students took a brisk walk around the college campus or walked at a relaxed pace on an indoor treadmill facing a blank wall – their performance on a test of creativity called the “Alternate Uses Task” improved by a whopping 81%! The AUT tests “divergent thinking,” which is the ability to explore many possible solutions, including blue sky or out of the box thinking. 👉 Walking outdoors produced the most novel and highest quality analogies, indicating that walking had a very specific benefit in improving creativity. 👉 Furthermore, walking made people more talkative, resulting in roughly 50% more total ideas being produced compared to when sitting. In other words, just going for a short walk led to a massive increase in creativity. Or, in the words of the philosopher Friedrich Nietzsche, "All truly great thoughts are conceived by walking.” Sleeping on it seems to have a similar creativity-enhancing effect as physical exercise. How many times have you come back to tackle a seemingly insurmountable problem after a sleep – or even a nap – and the pieces seemed to fall right into place? Studies have found that during the phase of sleep known as Rapid Eye Movement (REM) sleep, the #brain is able to make new and novel connections between unrelated ideas, which is a key aspect of creativity. This state of sleep allows for the free association of ideas, which can lead to creative problem-solving and the generation of innovative ideas upon waking. REM sleep is thought to contribute to "incubating" creative ideas, as the brain reorganizes and consolidates memories, potentially leading to creative insights. Both physical exercise and sleep are mood-enhancers, which may contribute to enhancing creativity. Research suggests that positive moods can enhance creative thinking, making it easier for individuals to think flexibly and come up with innovative solutions. Positive emotional states often increase cognitive flexibility, broaden attention, and allow for more associations between ideas, which are key elements of creativity. Turns out, there are practical ways to spark more ‘Aha!’ moments in our lives. The next time you’re struggling to think of a solution to a problem, try taking a walk or sleeping on it – the evidence-backed cheat-codes for unlocking creativity!

What exactly is a gender analysis - and how do you actually do one? This guide breaks it down step-by-step. It helps you to... Understand what a gender analysis is → It’s not just about “adding women”—it’s about examining roles, responsibilities, access, control, and decision-making based on gender and other intersecting identities. Gather background information → Review existing policies, statistics, and literature relevant to gender in your sector and context. Collect data through multiple sources → Use interviews, focus group discussions, surveys, and observations—with both women and men, across age and ability. Analyse power and inequality → Look at who has access to resources, who makes decisions, whose voices are heard—and who is invisible. Disaggregate everything → Break down data by sex, age, disability, and other identity markers to spot patterns and disparities. I love that the guide includes checklists, sample questions, and planning templates. ----- 🔔 Join the Monitoring and Evaluation Academy for more tips https://lnkd.in/epqEsMF6 #GenderAnalysis

There is this one habit that has made me a 10x better writer, thinker, and learner in the past 3 years. Here it is. 🧠 CAPTURING & CONNECTING IDEAS EFFECTIVELY 🧠 Let me share a brief anecdote. Do you know someone named Niklas Luhmann? He was one of the most prolific sociologists of the 20th century. In a career spanning 50 years, he published 400 papers and 70 books. Yes. He published MORE than one book a year on average during his career. How? By capturing and connecting ideas effectively. I can vouch for this after 3 years of doing this (almost) consistently. In 3 years, I’ve managed to publish 2 books (each spanning 90,000 words), 50+ articles, 10+ short guides, and write hundreds of thousands of words that are unpublished. There are 3 steps to this habit: ✅ MAKE IDEA CAPTURE RIDICULOUSLY SIMPLE You have at least one good idea every day. Probably 5 or more if you really count it. But, it gets lost like clouds in the sky. Unless… you capture it immediately. To do that, you need to make the process ridiculously simple. Write down a quick note on your Apple Notes. Send yourself an email. Record a voice note. It doesn’t matter. JUST CAPTURE IT. ✅ FUNNEL ALL IDEAS INTO ONE PLACE Most people do #1. But, they stop there, sadly. You probably have 100s of Evernote pages you’ve never visited in years. Or, voice notes that are lost in the couch cushions of yesterday. That’s okay. You can switch gears now. Spend just ONE hour each week collecting your ideas into a SINGLE repository. My recommendation? Use an app like Roam Research, Obsidian, or @TiddyWiki that lets you connect ideas. Don’t use Google Docs, OneNote or Evernote. Because otherwise, your ideas will remain that: just ideas. ✅ START CONNECTING IDEAS TO CREATE SOMETHING! Niklas Luhmann had to manually combine thousands of index cards to connect his ideas. Thanks to technology, your job is 1000x easier. You just need to dump your ideas into one of the aforementioned apps, add hashtags, & start spotting connections. You won’t see results right away. It takes months. But it will happen. And one day, you’ll look back and revel at the simple ideas you had that led to marvelous breakthroughs :) ... If this helped, please re-share so it helps more people! 🙏 Finally, if you’re an immigrant in America, join 8000+ who get my weekly newsletter packed w resources like this: https://lnkd.in/gPk2_XaR :) #writing #writer #author #unshackled #admitted #ideas #habit

In the next 30 seconds I will prove how running out of content ideas usually means the research is weak. Content research often gets reduced to scrolling for inspiration or trying to come up with something new every time. That approach works occasionally, but it doesn’t hold for long because it depends too much on sudden ideas. A more stable way to look at it is this: ideas already exist in patterns. The same questions, opinions, and problems keep repeating acrss conversations. Once those patterns become visible, content starts building itself around them. Some of the most consistent formats come from simple angles: 📌A myth about your industry that people still believe 📌 Common mistakes that show up repeatedly 📌 A contrarian opinion that challenges what most people accept 📌 Something recently learned from real work or observation 📌 A story of something that didn’t work and what changed after 📌 A system or process that is used regularly 📌 A situation where a client saw a clear outcome 📌 A problem that keeps coming up and a few ways to approach it 📌 Creators or books that influenced how the work is done These ideas come from the same source, which is paying attention to what keeps showing up. For example, if the same mistake appears across different conversations, it can be broken into a post. If a belief keeps getting repeated, it can be questioned. If a process works consistently, it can be explained with context. This removes the need to search for ideas constantly. The focus shifts to noticing what is already happening and shaping it into something clear. Once that becomes a habit, content stops feeling limited and starts feeling like an extension of everyday work. Everything becomes usable when the input is consistent.

𝗜𝘀 𝗬𝗼𝘂𝗿 𝗝𝗼𝗯 𝗦𝗲𝗮𝗿𝗰𝗵 𝗗𝗿𝗮𝗶𝗻𝗶𝗻𝗴 𝗬𝗼𝘂𝗿 𝗧𝗶𝗺𝗲 𝗮𝗻𝗱 𝗘𝗻𝗲𝗿𝗴𝘆 𝘄𝗶𝘁𝗵 𝗟𝗶𝘁𝘁𝗹𝗲 𝘁𝗼 𝗦𝗵𝗼𝘄 𝗳𝗼𝗿 𝗜𝘁? The hidden cost of relying on traditional job applications is more significant than you might think. You're investing precious time and energy only to face: • Endless rejections from automated systems filtering out your resume. • Getting lost in a sea of applicants without ever hearing back. • Missing out on job opportunities that never even make it to job boards. 𝗢𝘃𝗲𝗿𝗮𝗹𝗹 𝗶𝗺𝗽𝗮𝗰𝘁: You're wasting valuable resources by putting all your hope in a broken process that isn't designed to work in your favor. There's a different way. It's not easy, but it's doable. Consider this: • 𝗕𝘂𝗶𝗹𝗱𝗶𝗻𝗴 𝗿𝗲𝗹𝗮𝘁𝗶𝗼𝗻𝘀𝗵𝗶𝗽𝘀 with people in your target industry gets you closer to real opportunities. • 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰 𝗻𝗲𝘁𝘄𝗼𝗿𝗸𝗶𝗻𝗴 bypasses the resume pile. • Personal referrals dramatically increase your chances of landing interviews. It's not about perfecting your resume for ATS systems. It's about creating direct connections with decision-makers. A successful job search is built through consistent networking and personalized outreach. I've taught 100+ job seekers how to skip the application pile and get interviews through referrals. 𝗙𝗼𝗿 𝗲𝘅𝗮𝗺𝗽𝗹𝗲, 𝗼𝗻𝗲 𝗼𝗳 𝗺𝘆 𝗰𝗹𝗶𝗲𝗻𝘁𝘀 𝘄𝗮𝘀 𝘀𝘁𝘂𝗰𝗸 𝗶𝗻 𝘁𝗵𝗲 𝗲𝗻𝗱𝗹𝗲𝘀𝘀 𝗮𝗽𝗽𝗹𝗶𝗰𝗮𝘁𝗶𝗼𝗻 𝗹𝗼𝗼𝗽 𝗳𝗼𝗿 𝟴+ 𝗺𝗼𝗻𝘁𝗵𝘀. 𝗔𝗳𝘁𝗲𝗿 𝗳𝗼𝗰𝘂𝘀𝗶𝗻𝗴 𝗼𝗻 𝗻𝗲𝘁𝘄𝗼𝗿𝗸𝗶𝗻𝗴 𝗮𝗻𝗱 𝗯𝘂𝗶𝗹𝗱𝗶𝗻𝗴 𝗴𝗲𝗻𝘂𝗶𝗻𝗲 𝗰𝗼𝗻𝗻𝗲𝗰𝘁𝗶𝗼𝗻𝘀, 𝘁𝗵𝗲𝘆 𝗹𝗮𝗻𝗱𝗲𝗱 𝗮𝗻 𝗶𝗻𝘁𝗲𝗿𝘃𝗶𝗲𝘄—𝗮𝗻𝗱 𝘂𝗹𝘁𝗶𝗺𝗮𝘁𝗲𝗹𝘆 𝗮 𝗷𝗼𝗯 𝗼𝗳𝗳𝗲𝗿—𝘄𝗶𝘁𝗵𝗶𝗻 𝟱 𝘄𝗲𝗲𝗸𝘀 𝗲𝗮𝗿𝗹𝗶𝗲𝗿 𝗶𝗻 𝟮𝟬𝟮𝟰. So, what's one step you're taking today to build your network instead of applying aimlessly? Share your strategies in the comments below!

I generated 25+ campaign ideas for my client without using AI. Here’s my 6-step creative ideation process: ➡️ Step 1: Understand the End Goal Before anything else, you should understand the overarching marketing and business objectives. Ask yourself the following: Who do I want to reach? Why? What impact do I want to have? What would success look like? ➡️Step 2: Discovery & Research To think strategically down the line, use this step to gather info: 📊 Internal content audit → Examine what’s been done so far and look in depth at what has and hasn’t worked (and why) 🔍 Competitor analysis → Dive into your competitors campaigns, their effectiveness, and how people are reacting to them ➡️ Step 3: Empathise Get to the root of your target audience’s needs so that you can address their pain points. This means you can show how your product/ service solves a problem they’re facing. (Ex - A personal branding agency recognising that their ideal client struggles with lead gen. They use social proof to demonstrate how they’ve successfully created content that positions their current clients as industry leaders). ➡️ Step 4: Inspire Creativity Through Brainstorming Creative thinking is all about experimentation, imagination and curiosity. Let your mind run free here and allow yourself to spontaneously brainstorm. Quantity > quality is best at this stage. Some examples of brainstorming techniques: 💭 Create a mindmap, drawing branches from each idea 💭 Reframe and reword your target audience’s problem, looking at it from different angles 💭 Think outside the box i.e. ask ‘how would a child solve this problem?’ 💭 Test the waters of constraints and aim to brainstorm 10 rough ideas in 10 mins ➡️ Step 5: Relax & Unwind Giving yourself breathing space after so much thinking. It can stimulate subconscious ideas. ⛅️ Walking 💭 Meditating 🚿 Taking a shower 🎶 Listening to music It’s often in these moments that we connect unexpected dots and ‘lightbulb moments’ are triggered. ➡️Step 6: Unlock Your Creativity It’s solution time! Having completed steps 1-5, you’re now ready to generate innovative ideas to test. Evaluate and select the ideas you think will have the greatest impact. At this step, you want to whittle the best ideas down so it’s quality > quantity Quick idea generation checklist ✔️ 1. Understand what you want to achieve and why 2. Research internal content & your competition 3. Put yourself in the shoes of your ideal target audience 4. Get inspired through brainstorming techniques 5. Schedule downtime and give your mind a rest 6. Generate, evaluate and select ideas P.s. don’t just take my word for it that all of this planning & prep is worth it. Take Einstein’s advice: “If I had an hour to solve a problem, I’d spend 55 minutes thinking about the problem and five minutes thinking about solutions.” What helps your creativity when it comes to ideation? 💡

You think great ideas strike like lightning. Wrong. They rain like confetti if you know how to catch them. 93% of breakthrough innovations come from collecting small ideas over time. Not from one big "aha" moment. Here's your 5-step framework to catch more ideas: 1. The Collector's Mindset • Your brain processes 6,200 thoughts daily • Most people lose 98% of their ideas • Start capturing everything 2. The Connection Protocol • New ideas = 2 old ideas colliding • Research shows diverse inputs = better outputs • Read outside your field 3. The 3x3 Method • Write 3 ideas every morning • Review them 3 days later • Keep the ones that still excite you • Studies show delayed evaluation improves quality by 40% 4. The Idea Compound • Each captured thought builds on others • Small notes become big breakthroughs • Group brainstorming increases creativity by 71% 5. The Implementation Loop • Ideas without action die • Test one small concept daily • Build fast, learn faster • Innovation requires iteration Remember: You don't need to be a genius. You just need a bigger bowl. ♻️ Share this with someone who's sitting on brilliant ideas 🔔 Follow Kabir Sehgal for frameworks that turn inspiration into innovation