The great thing about research is that we are all capable of it. Sometimes without even knowing it or defining it as research – we all already do it. After all, it’s about gathering information to answer one or more questions.

You reading this post, the daily news, and checking out Twitter is all research. The key, though, is how you target that research.

At High Road we put our research skills to the test with everything we do, not only in discovering information but in analyzing and communicating it to help our clients reach their business objectives. Whether creating a customized website that resonates with customers, launching a campaign that speaks to a new audience, or just communicating more effectively on social media, it all starts with research.

Although we research every day, big, targeted projects can be time-intensive and require the researcher to go the extra mile.

With that in mind, here are five research tips to help you stay on track.

1: Define your approach

All research must be grounded in a structure and map back to an objective – this is the “research approach.” This includes things like describing the methodology, targets, language needs, keywords and phrases. Sure, for some, defining the approach can take longer than the research, but by creating a plan up front you and your team will always have a guide to ensure you stay on track.

2: Let the research findings guide your way

Always remember that although you’ve created a structure, if the research is begging you to go another way – listen. To me, that is the fun part about research. Never lose sight of what the research is really telling you and be prepared to go back and revaluate your plan if you discover something big.

3: Draw on your instincts

As I mentioned, you and I conduct research each and every day, often times unknowingly. In fact, some of the best first-person insights can be found on social media. Draw on your instincts and tackle the web as you would on any regular day. Use your favourite search engine and leverage the first keywords that come to mind. It’s smart to start with what you know and branch out from there.

4: Take the time to reflect

It’s important to acknowledge that research will not uncover everything there is to know about a given topic. Instead, your research represents a snapshot in space and time. That is why you should always take the time to reflect on the bigger picture and the overall objectives of your research. If you are feeling overwhelmed with all the information you are finding, step back and revisit your approach and think about what you have discovered to date, identify the gaps, and opportunities so you can start back-up again with a new mission of filling in those areas or answering the questions you might have missed.

5: Craft a story with the results

All in all, you must always remember that what you set out to do was answer questions. So, when you’re crafting your final report ensure that it tells a story, as opposed to just sharing a hot mess of numbers and charts. Sure, those numbers are important – but what do they mean to the project? Rather than get bogged down in delivering and communicating every last website, quote or blog post you may have come across, always remember the story.

Candice Shirreff is an Account Supervisor who leads in-depth online research on behalf of High Road clients. If you have a research project, and would like some support, you can contact her at Candice.Shirreff@highroad.com.