Your Research Journey
Five levels of practice that shape how your business learns, adapts, and leads.
Where you are on your research journey affects not just what you learn, but how you make decisions, prioritize your work, and plan what’s next.
Whether you're launching a new product, refining a service, or trying to stand out in a crowded market, the most effective teams don’t just react—they anticipate.
Research is how we scout the path ahead, equipping you to plan, adapt, and move forward with purpose.
Where Are You Now?
Most businesses move between levels depending on budget, time, or the challenge at hand. That’s okay.
The goal isn’t perfection—it’s progression.
Start with a few honest questions:
Are you reacting, or preparing?
How much of what you’re building is based on assumptions versus evidence?
What might change if you tested concepts before committing to them?
How quickly do you move from “that’s interesting” to “let’s apply this”?
Are you set up to test bold ideas without betting the whole business?
Below is a simple, judgment-free model to help you understand your current approach, explore what’s possible, and determine where you could go next.
Scouted Path: Guidance for your Research Journey
Whether you're navigating by instinct, testing ideas before launch, or exploring bold new directions, I conduct right-sized, high-impact research that aligns to the level you're currently navigating while building toward the next, opening up new opportunities along the way.
You know the terrain. I just help map the parts that are harder to see.
Research in Action
🔹A research plan tailored to your business goals
🔹Clear, human-centered insights (not just data)
🔹Practical tools & documentation
🔹Collaborative implementation support
🔹Sustainable, right-sized approach
How It Levels Up Your Practice
Helps shift from “what feels right” to “what works best for our customers”
Builds understanding of customer motivations, needs, and friction points
Equips your team with reusable guides, like interview scripts, journey maps, and decision frameworks
Turns insights into action by embedding research into real decision-making moments
Builds your team’s capacity, so research becomes something you can keep doing—not just a one-time event
Level 1: Gut-driven
“We trust our instincts.”
Research at this level is informal, ad hoc, or based on anecdotal feedback. Decisions are driven by team intuition, past experience, or what feels familiar.
Strengths You Already Have
✔️ Deep product intuition
✔️ Strong founder connection to customers
✔️ Fast, confident decision-making
Opportunities Ahead
🧭 Start exploring real customer stories
🧭 Spot patterns behind surface-level feedback
🧭 Validate assumptions about what’s working
🧭 Bring more clarity to key decisions
The data points become the way points.
Level 2: Reactive
“We fix what’s broken.”
Research happens when issues arise—returns, support calls, or negative reviews prompt investigation. Insights guide fixes but aren’t yet proactive.Research happens when issues arise—returns, support calls, or negative reviews prompt investigation. Insights guide fixes but aren’t yet proactive.
Strengths You Already Have
✔️ Openness to feedback
✔️ Willingness to listen and adapt
✔️ Early signs that research improves outcomes
Opportunities Ahead
🧭 Identify issues before they escalate
🧭 Prioritize fixes that matter most
🧭 Reduce support tickets and rework
🧭 Start uncovering root causes, not just symptoms
🧭 Spot patterns across customer types
The data points become the way points.
Level 3: Intentional
“We test before we launch.”
Research informs roadmaps, launches, and customer experience improvements. Customer insights reduce risk and guide smart, strategic decisions.
Strengths You Already Have
✔️ Customer-centered planning
✔️ Validated ideas before launch
✔️ Risk mitigation
✔️ Growing customer understanding
✔️ Data-informed decision-making
Opportunities Ahead
🧭 Dig into why customers behave the way they do
🧭 Uncover unmet needs and innovation opportunities
🧭 Expand research beyond one-off studies
🧭 Start seeing customers as co-creators
🧭 Improve onboarding, retention, and satisfaction
🧭 Refine pricing, messaging, and positioning
The data points become the way points.
Level 4: Embedded
“Research is how we operate.”
Research is part of how the business runs. Insights guide priorities across teams and touchpoints, supporting decisions throughout the customer journey.
Strengths You Already Have
✔️ Teams ask sharper, more targeted questions
✔️ Repeatable research practices and infrastructure
✔️ Shared language between product, marketing, and ops
✔️ Research spans full customer lifecycle—not just individual features
✔️ Decisions become more predictive and less reactive
Opportunities Ahead
🧭 Involve customers earlier in strategy
🧭 Test ideas in the wild (field research)
🧭 Reduce churn, build trust
🧭 Act on insights faster
🧭 Scale insights across teams
🧭 Increase speed and confidence in decision-making
The data points become the way points.
Level 5: Vision-led
“Research is how we lead.”
Research fuels innovation, shapes long-term strategy, and informs your market position. Customers help define not just what you build, but why.
Strengths You Already Have
✔️ Future-focused teams
✔️ Research shapes vision and culture
✔️ Market-leading experience design
✔️ Customers help co-create offerings
✔️ Insight drives category leadership
Opportunities Ahead
🧭 Explore new markets with confidence
🧭 Partner with customers on innovation
🧭 Turn your learning culture into brand trust
🧭 Launch bold ideas with lower risk
🧭 Stand out by deeply understanding your audience
The data points become the way points.