First, define your goal.

• Start by identifying the funnel position, i.e. the audience you want target (TOFU/MOFU/BOFU)
• Based on the audience you're targeting, set clear metrics and timelines

Second, conduct research.

There are two types of research you can conduct based on your timeline, resources and budgets: short-term and long-term.

1/ Define your focus area

Pick one specific area to dive into. It could be a product feature, customer segment, or market opportunity. Keep the scope narrow to ensure you get valuable insights without spreading yourself too thin.

2/ Gather data

Use the Beg, Borrow, Steal framework here.

• Beg: Use publicly available data, industry reports, and online resources to understand the broader market.
• Borrow: Leverage your past research, including previous user studies, customer feedback, and sales data. Look for insights that still apply and provide context for your current project.
• Steal: Analyse your competitors’ strategies. Take note of how they position themselves, their marketing tactics, and product features that are resonating with their audience.

3/ Identify patterns and insights

Look for recurring themes in the data you’ve gathered. Focus on the areas that are most relevant to your specific project. Remember, this research is designed to be fast, so prioritise the insights that will have the greatest impact.

4/ Document and validate

Cross-check your findings with different sources to ensure accuracy. Be transparent about the limitations of your research and note any assumptions made.