In Chapter 1, we shared the importance of combining both dedicated and ongoing research studies in a continuous research approach. A nice ebb and flow between the two approaches allows researchers to dive deep or stay high-level with their learnings. (Remember, research as a stream rather than a faucet.)
Cumulative research, quite literally, builds on this concept.
By continually building on past research and insights, knowledge, empathy, and understanding also builds, creating compounding value over time. This process can happen more easily when research is centralized. In the previous section of the guide, we shared why and how to centralize research. Centralized research is all about the practice of curating knowledge, information and insights into one place. If researchers are no longer isolated in silos, neither should the output of their work.
In this section of the Research Enablement guide, we'll borrow teaching concepts from traditional education strategies, explore opportunities that a cumulative research approach unlocks, and provide practical tips for how you might implement a cumulative research strategy.
In Chapter 1, we shared the importance of combining both dedicated and ongoing research studies in a continuous research approach. A nice ebb and flow between the two approaches allows researchers to dive deep or stay high-level with their learnings. (Remember, research as a stream rather than a faucet.)
Cumulative research, quite literally, builds on this concept.
By continually building on past research and insights, knowledge, empathy, and understanding also builds, creating compounding value over time. This process can happen more easily when research is centralized. In the previous section of the guide, we shared why and how to centralize research. Centralized research is all about the practice of curating knowledge, information and insights into one place. If researchers are no longer isolated in silos, neither should the output of their work.
In this section of the Research Enablement guide, we'll borrow teaching concepts from traditional education strategies, explore opportunities that a cumulative research approach unlocks, and provide practical tips for how you might implement a cumulative research strategy.
A lesson from traditional education on cumulative learning
Cumulative learning is the process of continuously acquiring new knowledge and skills over a period of time. This knowledge then serves as a building block for future learning and development.
The methodology of cumulative learning is a fundamental component of education systems all over the world. For example, in a language class, students are taught to gradually build their vocabulary and grammar skills over time in order to become proficient writers and speakers.
This concept is all about building on what you know with the goal of expanding your understanding over time. By approaching learning this way, you not only develop a solid foundation of knowledge, but also gain confidence to learn more complex things in the future.
The cumulative learning method is based on the principle of mastery. Educational psychologist, Benjamin Bloom, who has greatly influenced the field of education, argued that students who are able to build on their existing knowledge are more likely to achieve mastery of a subject. All students have the potential to learn and master a concept before moving on to the next one. By providing students with the chance to revisit previously learned material, it encourages them to create connections between different concepts and ideas.
Cumulative learning is the foundation for cumulative research.
As researchers, we can pull from traditional education techniques and apply them to our cumulative research strategies. It is important to see the value of building a foundation of knowledge. For example, when beginning a new research project, it may be more effective to break down complex research questions into smaller, more manageable pieces. These smaller questions can build on one another to create a deeper and more comprehensive understanding of the research topic, and potentially discover insights that may have been overlooked.
What is cumulative research?
Cumulative research is an ongoing method of research that builds deeper knowledge and identifies research gaps by intentionally doing research across studies or departments in a consistent and shared space.
By conducting research consistently and intentionally over time, teams build on their knowledge rather than seeking sporadic moments of learning. The core idea of cumulative research is that research is not just an isolated study, but rather builds on what has come before it. As more and more studies are conducted, your research hub begins to develop a deeper and more complete understanding of the problems your organization has set out to solve.
A cumulative research approach also allows researchers to compare research findings with past research. This can help to reduce the risk of error or bias that can potentially come with one-off research studies and develop more robust and reliable insights to present to stakeholders.
Cumulative research strategies can maximize our potential for success and more informed decision making. When researchers are able to arrive at a more comprehensive understanding of the research problem, their research findings are better suited to make strategic decisions. Research done through a cumulative lens also helps to identify patterns and trends over time, creating a broader picture of the problem at hand.
When it comes to the research enablement efforts of any organization, deploying a cumulative research strategy is key. It's important that researchers are able to continuously accept new information and unify it with existing knowledge.
By incorporating cumulative research into their workflows, researchers can also garner better results, faster, and bridge gaps in knowledge with increased confidence.
The missing link: churn & burn research, lost in decks
Non-cumulative research is an approach that focuses on individual studies or projects that lack context and does not build on previous research and insights over time. For us this paints a picture of churning and burning through research project by project, often in a reactionary way, and burning data by isolating it into a deck or drive.
It is important to note here that non-cumulative research differs from a dedicated study. Dedicated research studies are often necessary for a specific research project with a focused purpose, that may require an in-depth or exploration into a specific hypothesis or thesis. These studies, when done strategically and with context, can later contribute to the cumulative understanding of an issue.
A non-cumulative research approach may seem to be more efficient or necessary in the short term, but when studies are repeated in silos and lack context, they can have a range of negative effects on research outcomes and organizational success. One of the most significant negative effects of non-cumulative research is the increased risk of biased or incomplete findings due to a lack of context and historical knowledge.
Threats to research presented by non-cumulative research strategies:
- Increased risk of bias, or incomplete findings due to lack of context and historical knowledge.
- Redundant and duplicative research efforts, wasting time, money, and resources.
- Limited ability to identify patterns and trends in user feedback, leading to less accurate and actionable insights.
- Lack of collaboration and knowledge sharing among team members, leading to silos and duplication of effort.
- Lack of understanding of user needs and behaviors, leading to ineffective products and services.
Without a cumulative approach to research, organizations may miss important trends or patterns in feedback, and may draw incorrect conclusions based on biased or incomplete data. This could potentially lead to less accurate and actionable insights, and result in ineffective products and services. Additionally, non-cumulative research can lead to redundant and duplicative research efforts, as team members may not be aware of previous research or may be hesitant to build on previous findings.
Another negative effect of non-cumulative user research is the hindrance of collaboration and knowledge sharing among team members. Without a cumulative approach to research, team members may work in silos or duplicate efforts, leading to wasted time and resources. Additionally, team members may not have access to historical knowledge or context, limiting their ability to develop new insights or hypotheses based on previous research.
Overall, non-cumulative user research can have a range of negative effects on research outcomes and organizational success. By limiting the ability to identify patterns and trends in user feedback, hindering collaboration and knowledge sharing, and increasing the risk of biased or incomplete findings, non-cumulative research can result in ineffective or suboptimal products and services. To overcome these negative effects, organizations should adopt a cumulative approach to user research, building on previous research and insights over time to develop a more comprehensive understanding of user needs and behaviors.
There are many practical tips to help adopt a cumulative research strategy in an organization.
Create a centralized research repository for collecting and synthesizing data: An accessible space for research helps researchers quickly access the latest insights without wasting time searching for relevant information.
Develop a research roadmap: Creating a research roadmap that outlines key research questions, timelines, and deliverables can help ensure that research efforts are coordinated and aligned with organizational goals. This plan can also help identify gaps in existing research and prioritize new research projects.
Foster a culture of learning: Encourage team members to share their research findings and insights with each other, and provide opportunities for cross-functional collaboration. This can help build a culture of learning and continuous improvement. (More about this in the next section of our guide!)
Look for opportunities to recruit collaborators for ongoing research. For example you might work with a designer who is willing to do a weekly customer interview on a topic that spans the test of time, such as onboarding or upgrading. Or perhaps you can recruit a salesperson to conduct interviews with prospects on an ongoing basis to gain insight into brand awareness and early perceptions.
Be an advocate for cumulative learning. When doing research use tools like search and your repository to surface historical research. When you can reference research. Call it out by name in conversations or chats. Drop the links. And whenever possible reference past research within new research. Simple references reinforce the trustworthiness of research and keeps research front and center in the minds of stakeholders.
What is the role that cumulative research plays in research enablement?
Cumulative user research plays a crucial role in research enablement. It provides a framework for researchers to use evidence-based knowledge that has been collected over time. This approach can help reduce redundant and duplicative research efforts, saving time and resources. By leveraging collaboration and knowledge sharing among team members in a centralized research hub, cumulative research can also promote a culture of learning and continuous excellence, driving innovation and competitive advantage. Ultimately, cumulative user research is a key component of research enablement, enabling organizations to make data-driven decisions and deliver better products and services to their customers.
By employing a cumulative research approach, organizations can ensure they have access to all relevant evidence-based knowledge at their disposal and remain competitive in today's ever-changing world. This approach allows them to quickly react to changes as they arise, giving them an edge over those who rely on traditional methods of investigation.
What does cumulative research in action look like?
When teams adopt a cumulative research strategy, they are able to build on knowledge and insights from previous research. Research has a longer shelf-life and a bigger impact.
Researchers are more efficient, since they are no longer overlapping and researching similar topics over and over again. Increased efficiency creates space to be more proactive and less reactive. Instead of learning in short bursts, teams have the opportunity to look for research gaps and gain deeper insights across their studies.
Organizations have a whole new world of opportunities to discover macro patterns and unlock insights that would be impossible without cumulative research.
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Advantages of bridging research gaps, reducing risk and promoting knowledge sharing.
By building on previous research, cumulative research can also:
- Bridge the gaps in their research by looking at findings over time
- Reduce the risk of biased or incomplete findings by building on previous research and avoiding duplication.
- Promote collaboration and knowledge sharing among team members, leading to more effective and efficient research processes.
- Allow organizations to make informed decisions based on a more robust and thorough understanding of user needs and behaviors.
Cumulative research strategies help to bridge the gaps in shared knowledge. If an organization operates with a centralized research repository, utilizing a cumulative research strategy makes it easier to recognize and act on these missing links. Finding missing information in a research repository can help dictate what research needs to be done and adds to the larger understanding of the problem researchers are trying to solve.
In addition to these benefits, cumulative user research also facilitates collaboration and knowledge sharing among team members. By building on previous research, team members can work together to develop new insights and hypotheses, and can share their findings and learnings with one another. In a research-enabled organization, each team holds a piece of knowledge that together form a more comprehensive understanding and richer base of knowledge. This can lead to more effective and efficient research processes, as team members are able to learn from one another and build on each other's work.
Overall, cumulative user research is a powerful approach to research that offers a range of benefits for organizations looking to better understand their users and make more informed decisions about product development and strategy. By building on previous research and taking a collaborative, iterative approach to research, organizations can gain a more complete understanding of user needs and behaviors, and develop more effective and impactful products and services.
In this section of the guide to research enablement, we’ve touched on how implementing a cumulative research strategy can help promote collaboration and continuous research. In the next section of this guide, we’ll explore how all of these pieces work together to foster a culture of learning.
Jessica Rayome
Jessica Rayome is the Customer Success Manager at Notably.
