How do you decide what research a product organisation should invest in over the next six months?

What the interviewer is looking for

• This question tests research planning. Starts from the decision the research must inform, writes clear research questions, and scopes studies realistically to time and budget.
• Strong answers: Aligns with business priorities and key decisions, balances strategic and tactical work, consults leaders, and says no to low-value requests.
• Likely follow-up: How do you handle a request from an executive that does not make your list?

Another way it may be asked: You are the research lead with limited time. How do you choose which studies matter most for the business this half?

A structure to follow: Answer, explain, example, limits

1. Step 1

   Answer

   Give your direct answer in the first sentence so the interviewer knows where you are going.

2. Step 2

   Explain

   Say how it works or why you would do it that way, in plain words before jargon.

3. Step 3

   Example

   Anchor it in something you have actually done or seen, with the detail that shows hands-on experience.

4. Step 4

   Limits

   Say when your approach would not be the right one. It shows judgement.

This is guidance on shape, not a script. Use your own real experience and facts; never invent details to fill a gap. See the STAR guide and answer frameworks.

Common slips

• Reciting a definition without showing you have applied it.
• Using terms you cannot explain if asked a level deeper.
• Claiming experience beyond what you can discuss in detail.

How to practise it

Say the answer in 90 seconds, then answer the follow-up as if it were a new question.

Related questions

• If a team asked you to find out why users abandon their checkout, how would you plan a first round of research?
• How would you set up a way for designers and product managers to run some of their own research without the quality dropping?
• During an interview, a participant gives you very short answers. What would you do to get them to open up?
• How would you explain the difference between what users say and what they do, and why that matters in research?
• Tell me about a study where you deliberately chose one method over another. Why that one?

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