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Research · 5 min read

Research that actually changes a decision

A study nobody acts on is an expensive document. Design research around the decision it must inform.

By Rian van Wyk · 22 May 2026

Start every research brief by writing the decision it will inform, in one sentence, before choosing a method. If you cannot write the sentence, the study is not ready to run.

This constraint eliminates most of the survey questions that traditionally pad research projects. It also makes sample size and method obvious rather than arbitrary.

The best research output we produce is often two pages long. It says what we learned, what it means, and what we recommend doing differently on Monday.

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