What Research Doesn’t Show

I've been thinking a lot lately about research, data, and the often-forgotten topic of what it doesn't show.

Of course, we all want to find out the next big thing or uncover insights that will revolutionize our or our client's industry. But here's the thing: knowing what your research doesn't show is as important as knowing what it does.

Think about it: every time you conduct research or collect data, you're only seeing a small part of the big picture. There are always going to be gaps, limitations, and biases. Ignoring these can lead to faulty conclusions, wasted resources, and missed opportunities.

Alternatively, embracing what your research doesn't show can actually help you make better decisions. When you acknowledge the limitations of your data, you can adjust your expectations and uncover more meaningful insights. This, in turn, can help you avoid costly mistakes, better understand your users, and make smarter and more strategic choices.

So, try to integrate these questions into your analysis, as either a researcher yourself or a consumer of research findings: What are the limitations of the research methods? What other factors might be impacting results?

As researchers, how can we highlight what this research doesn't tell us and use those gaps to drive insights forward?

Knowing what your research doesn't show can be a strength that can make research insights more impactful.

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This post originally appeared on Spark Insights’ LinkedIn page in May 2023.