Budget for audience research
Research can prevent an expensive creative guess, but its cost includes recruiting, incentives, analysis, and the time to act on findings.
Start with a decision
A small publication considers launching a paid guide. Instead of building the full product first, it interviews readers about the specific problem and tests a short prototype.
Choose the right method
Interviews and surveys answer different questions
Choose the decision the research should inform before choosing a method. Interviews can reveal language and frustrations; surveys can measure a defined question when the sample is appropriate; behavior tests show what people do in a limited setting. Incentives should be transparent and avoid pressuring participants. A modest research project is useful only if the team is willing to revise its plan.
Count recruiting and analysis
Write one decision question, a participant profile, and a maximum cost for recruiting and analysis before collecting data.
Incentives need care
Draft three neutral interview questions that do not imply your planned product is already the right answer.
Use findings to change course
A few enthusiastic responses are not proof of broad demand. Report sample limits and protect participant privacy.
