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Research

“If I had only one hour to save the world, I would spend fifty-five minutes defining the problem, and only five minutes finding the solution.” —Albert Einstein

When faced with a challenge, the natural instinct is to jump into problem solving. A structured thinker resists that urge. From here on, your first response isn’t to solve, it’s to learn. Research is where you separate assumption from reality, and if done right, it changes the entire course of your work.

Below is a schematic of the research types we will cover in this section. Each section of research is ordered from inside to outside to organize your research steps from the subjects closest to your problem to the subjects farthest away.

The true purpose of research

Not every challenge is a problem. Challenges are obstacles, things in your way that you don't yet know how to overcome. A problem is something you can name, define, and ultimately solve. Research is the process of sharpening challenges into solvable problems.

Organizations face countless challenges and you can't solve everything. Skill lies in pinpointing the problem worth solving. Research is your first compass, directing your focus to the issue that, once addressed, creates meaningful change. By the end of your research, you should be able to clearly state what problem you’re solving and the surrounding context.

So, how do you know when you’ve found the problem? A problem is actionable—it reveals what needs to be done. In contrast, a challenge just leaves you asking, “What now?” The difference is subtle but critical, and mastering it is what separates impactful problem-solvers from those spinning their wheels.

Depth over data

Beyond information gathering, research is your first attempt to go beneath the surface—understanding nuances, mapping unknown territories, and identifying the key variables that will shape your solution. It’s not glamorous, but it’s essential. If you’re thorough, patient, and willing to dig deep, the true problem will emerge.

Research takes many forms, but it can be distilled into three primary types: desk, discussion, and expedition. Each method serves a unique purpose, and together they provide a comprehensive view of the landscape.

Desk: Scanning catalogued information
Any information gathering that happens at your desk or computer. It’s the easiest place to start and will feature in every project. But just because it’s convenient doesn’t mean it’s superficial. Great desk research isn’t about scrolling through the obvious. It’s about diving into the depths, exploring unexpected sources, and identifying patterns that others miss.

Discussion: Extracting expertise and experience
The human side of research. It’s where you gather the experiences, perspectives, and insights that aren't found in data reports or articles. Whether through interviews, meetings, or informal conversations, your aim is to draw out personal and hard-to-find knowledge. Every conversation is an opportunity to uncover blind spots and break assumptions. You’re mapping the lived experiences that shape your problem space.

Expedition: Entering the real world
Research in the wild. You’re not at your desk, not in a conference room, you’re out in the field, directly engaging with the environment, people, or systems that make up your subject matter. This is where you experience the reality of the problem, and often, where the most unexpected insights are found.

Build a system, not a pile

Before diving in, set up a system for capturing and organizing what you find. Research is only as valuable as your ability to access and query it later. Whether you use digital dashboards, documents, or whiteboards, the key is to create a structure that matches how you think and work. Below are tools to consider beyond the standard document. Choose one, commit to it, and define a method that works for you.

GoogleDocs
Figma
Miro
Notion
Are.na
Lazy.so
MyMind

Tend the garden

Research isn’t reserved to problem solving, it’s a constant act of collecting and curating. Research is a now a consistent posture you carry through life. “Tending the garden” refers to the practice of regularly organizing and maintaining the information you come across. It’s a way of making your daily consumption of information valuable to your future self.

This is not link hoarding, you’re building a repository of sources that shape how you approach future problems. Think of it as an ongoing investment in your problem solving capabilities.

Tom Critchlow’s personal wiki is an excellent example of this approach. For a deeper dive into how you can build your own system, refer to Tiago Forte’s, Building a Second Brain.

By Garrett Herzik

1.0 Research

1.0
Research