7 Questions That Make or Break a Research Project

Hi there, it's Steph 👋

One thing we obsess on over here at Two Cents?
​Asking the right questions before the research even begins.

Most projects start the same way: Someone reaches out with a request like, “Can you run a survey and do IDIs?” Yes, we can. And we do them well.

But when we dig deeper... when we ask why this research, and why now... we usually uncover something much more strategic.

Here are a few real responses I’ve heard when I asked that simple “why now”:

• “My CEO and I disagree on strategy, and I need data to back my POV and get Sales off my back.”
• “I need a story that’s bold enough to break through at Cannes.”
• “I’m a new CMO and just realized… we don’t actually know who our customers are, or who we’re building for next!”
• "My investors/Board are expecting us to tell them what direction we take this company in, and it needs to start with rigorous customer conversations."
• “My stakeholders wanted this yesterday... I’m burned out and need someone to just get it done.”

These insights don’t surface organically. They come from slowing down, asking better questions, and getting underneath the request. That’s the real work.

Over the past few years, we’ve partnered with executive leaders across media, finance, tech, health, and social platforms to do exactly that; using research not just to answer questions, but to fuel product launches, reset brands, move markets, and unblock internal decision-making.

And across all those projects, one thing is always true:
​The quality of the research depends on how clearly you understand the business brief.

Here are the 7 questions we always ask before kicking off any new research project that can get you closer to the business brief, too.
​
Best,
​Steph
​​
Founder, Two Cents

TL;DR: The best research doesn’t start with a method. It starts with a clear business brief.

Before launching your next study, pressure test the “why now.” It’s the fastest way to cut through the noise, align on priorities, and design research that actually moves the needle. It also positions researchers as true strategic partners to the business.

‍

Field Notes

Great research starts with a clear understanding of the business need. These are the questions we ask before a single method is chosen.

Spoiler alert: We never start with “qual or quant?”
​​
Instead, we start with: What are you trying to solve? Who are you trying to move? What’s at stake? What would good look like?

These 7 questions help us get to the heart of the brief and design research that’s sharp, relevant, and impactful to the business.

1. What business decision is this research meant to inform?​
   If we don’t know what decision you’re trying to make, we can’t build a study that gets you there. This is the first question we ask every time.
   ​
2. What needs to change as a result of this research?​
   Whether it’s strategy, messaging, internal alignment, or external proof, this question grounds us in impact, not just insight.
   ​
3. Who’s going to use this research, and what do they need from it?​
   A product lead, a CMO, and a brand strategist will all need different takeaways and different formats. We build with your audience in mind.
   ​
4. What’s already known, assumed, or believed internally?​
   We don’t waste time repeating what’s already in play. We want to challenge blind spots, not revalidate them. Doing this pre-work is a non-negotiable.
   ​
5. What tensions or misalignments exist around this topic?​
   Sometimes research is about the truth. Sometimes it’s about arbitration. We want to know what’s brewing behind the scenes so we can help the team achieve the big picture goal.
   ​
6. How bold (or safe) can this be?​
   Do you want to break new ground or iterate on a chosen direction? Are you aiming for press, internal buy-in, product proof? This shapes tone and design.
   ​
7. How will success be measured?​
   Clear KPIs upfront help ensure the project lands, whether success looks like internal clarity, team consensus, or broad market coverage.

Whether you're working on a product pivot, reshaping your brand, or gearing up for a high-stakes launch, these questions can help you and your team sharpen the brief before you spend a single second (or dollar) on research.

At Two Cents, we help business and research leaders in three ways:

• Custom research that gets to the heart of business strategy
• Fractional research advisory to help teams deliver on roadmap, scale with intention, and design smarter orgs
• Coaching for research leaders who want to lead with more clarity, confidence, and authenticity in their careers

If you're navigating a high-stakes decision, an unclear brief, or just need a sharper lens on what comes next, we’re built for that. Let’s talk.