DISCOVER — A New Framework for Business Research

Transcending the boundaries between the bodies of knowledge of different fields, the DISCOVER framework is a valuable tool for conducting business research.

Many professions have a body of knowledge, or BOK, which provides a framework for processes, methodologies, and best practices for that occupation. There is, for example, a BABOK for business analysts, BizBOK for business architects, PMBOK for project managers, and BPM CBOK for business process managers.

Having a common body of knowledge is invaluable in these fields as there is so much to learn, and an easy reference helps everyone set clear expectations and deliver quality work. The weakness of having separate bodies of knowledge is that they can advocate diverse ways of getting work done. A business analyst’s responsibilities are covered in the BABOK, but what happens when the business analyst also does a bit of business architecture or a bit of product management?

The general guideline is to do what works best for the individual and the stakeholders. To avoid confusion, we should build bridges between these bodies of knowledge, especially for those professionals whose roles already cross those bridges. With that in mind, business-oriented professionals require a framework for conducting business research that works well across the business-oriented professions listed above and complements the human-centered research conducted by designers.

The DISCOVER Framework

In this article, we’ll look at a business research framework — DISCOVER — where each letter represents a stage in the research process:

• Define
• Identify
• Study
• Consider
• Organize
• Visualize
• Examine
• Recommend

Let’s examine each of these stages, considering what they mean and what should be done at each of them.

Define

In the Define stage, the focus is on clearly articulating the objectives and scope of the research project. Working closely with product owners, product sponsors, project sponsors, and other known stakeholders, we articulate the key questions, problems, or opportunities that the research aims to address.

Another way to frame this stage is in terms of the value pyramid. It’s important to find out what business value the research seeks to deliver. While the results should have some defined business value, it may be easier to think of the research as just one piece of an entire value stream. Doing so makes it clear to everyone that it is a step toward achieving broader strategic goals.

Identify

During the Identify stage, business professionals conduct stakeholder analysis to determine the relevant stakeholders, user groups, and key decision-makers that are part of the research process. This stage also includes specifying the data and information sources and the research methods that will be used to gather insights relevant to the project objectives.

Study

The Study stage is about conducting in-depth research and analysis to gather data, insights, and information relevant to the research objectives. Activities include analyzing market trends, industry benchmarks, customer feedback, and internal data to understand the business context, define patterns, and uncover opportunities or challenges.

Consider

In the Consider stage, the research findings are evaluated, and the implications for business strategy, product development, and process improvement are considered. In this stage, the research findings are synthesized, patterns and trends are determined, and potential implications and recommendations for the organization are explored.

Organize

During the Organize stage, the research findings, insights, and recommendations are collected into a coherent framework or format that can be easily understood and communicated to stakeholders. This stage involves categorizing information and developing clear, concise summaries of the research findings.

Visualize

The Visualize stage focuses on creating diagrams, charts, graphs, infographics, and other visual representations of the research findings. Visualizations are critical for distilling down complex information in a way that illustrates key trends, relationships, and insights uncovered during the research process.

Examine

In the Examine stage, the research findings, assumptions, and conclusions are critically evaluated to ensure their accuracy, validity, and relevance. This stage involves reviewing the research methodology, data sources, and analysis techniques to pinpoint any potential biases, limitations, or areas for further investigation. The final goal of the Examine stage is to determine if the research questions discovered in the Define phase have been answered.

Recommend

The Recommend stage involves developing and delivering actionable recommendations based on the research findings and analysis. Deliverables can include strategic recommendations, action plans, and decision-making frameworks that address the key challenges or opportunities identified during the research process. These recommendations guide business strategy, inform product development priorities, and drive process improvement initiatives.

Iterate as Often as Needed

This research framework, like almost any other research framework, is most easily presented in a linear way. However, it’s better thought of as a two-way loop. At any stage, it’s possible to learn additional information that may require moving back a step. For example, analyzing market trends in the Study stage might make it clear that not all appropriate stakeholders (or customers) have been determined. Instead of going forward with the research, the better option is to step back to the Identify stage to prepare a more representative list of stakeholders.

For the same reason, after passing through all research process stages, new research questions may be identified that bring you back to the Define stage. The goal is not simply to get through the research process. Rather, it’s to go through all stages of the process as many times as necessary to ensure that the results can be used to solve a business problem.

Pairing With Other Research Methods

The DISCOVER framework is essentially a business-centered approach to research, and it complements designers’ user-centered approach and technical architects’ system-centered approach. The depth of user research provides a contrasting perspective to the broadness of business research, but the two perspectives applied together provide a more holistic view of the product to be developed.

When applying the DISCOVER framework alongside the user-centric DECADES framework, the respective stages can be roughly lined up with one another. When both approaches are implemented simultaneously and collaboratively, team members can work together to resolve conflicts between user and business requirements as they occur. With this approach, we can ensure that we’re in sync with the client’s needs, and we’re able to avoid late-stage conflicts.

Adapting to the Environment

Frameworks are just frameworks — they provide a general idea of how to build something. But it is up to you to figure out how to fill in the gaps. This flexibility allows you to adapt the framework to your needs and the project team’s needs. DISCOVER is a starting point to help you get your research off the ground. And the business strategists who implement this framework can help you find and deliver value that enables you to meet your organization’s mission and vision.

Original post here.

Authored by David Tomov-Strock.