As content people, we want to make sure that the work we put out into the world is useful and resonant for our target audiences. One of the best ways to do this is to lean on research. It’s a great way to learn about what our customers need and how they think.

But conducting research comes with its fair share of pitfalls and quandaries. What’s the best method to use? Should we do whatever our customers ask? Surely some research is better than none, right?

In this talk, we’ll explore some common research myths and how we can address them.

You’ll leave this session knowing how to:

• Get customer insights when direct research is hard to do.
• Choose from the plethora of research methods out there.
• Ask better questions to get more reliable answers.