A comprehensive framework for setting up impactful, human-centered research projects.
Behavioral Science
Market Research
Human Understanding
Worksheets
Introduction: One of the great paradoxes of studying human behavior is that it works simultaneously in two ways: you seek to understand other humans, but you are one yourself. You are trying to see others clearly, but also being aware of the things that may cloud your own human judgement.
When you extrapolate this paradox to doing a research project to help a team in business get the right data to unlock growth, you can see how things can get complicated, fast. The additional perspectives, incentives and biases that come with working as a group can make projects lose focus if the effort to increase understanding does not begin with the team itself.
At nobrainer universe, we’ve developed a project set-up guide to help organizations start their research projects right. By working on mutual understanding, allignment and focusing on the decisions ahead, we make sure that projects start out on the right foot. This post will give you a couple of tools to make sure your team is having the right conversations when undertaking a research project.
While teams can (and are more than welcome to) use our tools to work on this themselves, there is one important caveat. Their team dynamics and business goggles will still result in a biased brief, which will increase the likelihood of the research to end up with data that reinforces their own beliefs.
However, going through the questions posed by our nobrainer’s Research Brief and the Data Inventory will help teams think through their current situation, question their beliefs, to then focus on figuring out the data needed to resolve their most pressing issues: a great research brief!
This will increase the team’s chances of collecting high-quality, actionable data through a structured, human-centered research approach. This framework is designed to help you deal with the complexity of human behavior and decision making in business.
Step 1. Kickoff: Aligning the Team
The Human Behavior Analysis is a tool we have developed over the past 6 years at nobrainer that helps resolve the first issue. Our one page analysis worksheet will help you focus on the truly important information to get past the superficial and get a deeper understanding of customer behavior and decision making, from the lens of behavioral sciences.
A successful project starts with alignment. Get your key team members together to fill out nobrainer’s Research Brief and Data Inventory. This ensures that everyone is on the same page, understanding the context, opportunities, risks, and data needs. Your objective here is to establish a shared vision and direction for your research efforts.
Research Brief Worksheet
The top of the page of this planning tool will help the team be align in company context, opportunities, and risks.
The bottom of the page helps understand everyone’s data needs and the project’s intention.
Data Inventory Worksheet
The top of the page (priors) accounts for the studies or databases that are currently used, ranked by High to Low data quality.
The bottom of the page (doubts) is to list all the blind spots the company has in relation to their customers, product and market.
- Estimated time: 1.5 to 3 hours
- Outcome: Clear, aligned goals and understanding of what data is needed for better decision-making
After aligning the team and refining the project brief, it’s time to put these tools into action. In this next section, we’ll outline the foundational practices that ensure each research initiative starts strong and delivers meaningful, strategic insights that guide effective decisions.
Building a Strong Foundation: Aligning the Team from the Start
At the core of impactful research lies a solid foundation of alignment and clarity among team members. When everyone understands the project's purpose and goals, the research is more likely to yield insights that lead to well-informed, strategic decisions. This alignment requires not just clarity about the objectives but also a shared understanding of each team member’s role, unique perspectives, and expectations.
Our setup guide emphasizes the importance of these early conversations. One useful tool is the “Research Brief.” This brief helps teams articulate their primary research needs. By making these implicit expectations explicit, teams can start their research with a more clear context and an open and focused mindset.
Identify and set Current Data & Assumptions
The starting point for impactful market research is knowing what data you already have, what it means for your goals, and where you may need more. Taking the time to catalog current data sources helps teams clarify the foundation they’re working with, revealing valuable insights and any critical gaps that could shape the research ahead. This initial inventory brings hidden strengths and weaknesses to the surface and prompts essential discussions on what data is truly relevant for making informed decisions.
By examining assumptions alongside available data, teams can avoid reinforcing biases and ensure that the research aligns with what’s needed. For example, does your existing data tell you enough about consumer motivations, or are there areas where deeper insights could better inform strategy? This early analysis not only streamlines the research process but focuses it, allowing the team to get specific about what they aim to uncover and why it matters.
In our setup guide, we outline a framework to make this data inventory process seamless, enabling teams to start with clarity and drive research that makes a genuine impact.
A Human-Centered Approach to Research
The most successful research initiatives are those that keep people—whether customers, stakeholders, or employees—at the center of the process. This involves designing research methods that not only capture the necessary data but also delve into the emotional and psychological aspects of decision-making. For instance, incorporating behavioral science techniques or empathy mapping can reveal deeper motivations and barriers that quantitative data might miss.
Our guide also encourages using diverse methods, such as focus groups, one-on-one interviews, and surveys, to capture a well-rounded perspective. The goal is to see beyond surface-level preferences and understand the underlying reasons that drive consumer behavior.
Why an Unbiased Perspective Makes All the Difference
Even with careful alignment and focus, in-house teams may unconsciously design research that reinforces their own assumptions. This is where an unbiased partner like nobrainer becomes essential. Acting as a neutral party, we bring fresh perspectives and can challenge internal biases, ensuring the research truly serves the team’s needs rather than confirming preconceived ideas.
By integrating these steps and utilizing a third-party provider, teams are far better equipped to gather data that is not only accurate but transformative. Whether the goal is to unlock consumer insights, test product appeal, or forecast market trends, starting with alignment and clear objectives can turn research from a routine process into a powerful tool for growth.
By beginning with the right conversations and frameworks, you can not only avoid common pitfalls but also unlock deeper, more actionable insights that drive impactful decisions. At nobrainer universe, we’re dedicated to helping teams create this alignment and uncover the insights that matter most.
Stay tuned as we release the full step-by-step guide to designing more effective, human-centered market research projects. Follow us for more insights and updates on taking your research approach to the next level!
