Insight-Driven Decision-Making: Continuous Research for PMs

Continuous research is the process of maintaining ongoing contact with users to eliminate assumptions and biases in decision-making. It involves various qualitative and quantitative methods such as user interviews, product surveys, usability testing, and product analytics. Continuous research enables product managers to make better decisions by providing a strong foundation for effective products that meet user needs. The benefits of continuous research include making better product decisions, acting fast when necessary, identifying new product opportunities, and prioritizing product development activities. As companies become more data-driven and customer-centric, the need for insights pushes all teams to engage with and conduct user research.