A fundamental skill for all market research & insights professionals is the ability to develop and document hypotheses. We are in a field that seeks to help clients objectively understand customer attitudes and behaviors. This type of exploration requires precise thinking in order to select the right methods. And the best way to start this process? Documenting your hypotheses. Well-informed, considered hypotheses are essential to ensuring a logical research process. And if I try and realize that I don't have great hypotheses, well, that tells me something too—it tells me I need to learn more first. Often that means qualitative research, literature review and/or secondary research. Check out this video to refresh on the definition of "hypothesis" and see some specific examples.

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