At Six06, research plays a central role in almost every engagement. It’s often heaviest at the start of a project, but it doesn’t stop there—it recurs throughout each workstream, shaping strategy and execution all the way through to completion.

It always begins with questions. And questions inevitably lead to more questions, which drive us deeper into discovery. Each phase builds on the one before it—feeding the current program while also seeding the starting point for the next.

The result is a cycle that steadily reduces assumptions, sharpens focus, and builds the clarity needed to make confident decisions in pivotal moments.

The research we perform here at Six06 Strategy is designed to uncover different data at different points in time, but the overall goal remains the same, regardless of program: to banish assumptions and give us a solid foundation to build upon. And while research methodologies are many and varied, these are five research methods we commonly deploy.  

Qualitative Interviews

Interviews—whether with customers, stakeholders, or users—are one of the fastest ways to uncover actionable insights. Done well, they surface not only what people say they want, but also the challenges they may not even recognize themselves. For leaders, this means discovering hidden barriers and opportunities before they become costly mistakes.

Secondary Research

Often called “desk research,” this method draws on existing reports, data, and market analyses from sources like Forrester, Gartner, or industry publications. It helps us spot macro trends, competitive shifts, and audience behaviors. The benefit for executives: faster access to broad context without the expense of reinventing the wheel.

Audits

Audits assess what already exists—websites, marketing collateral, brand messaging, even competitor assets. They reveal gaps, strengths, and inconsistencies. For leadership, audits provide a clear picture of what’s working, what isn’t, and where to invest resources for maximum return. 

Observational Studies

By directly watching customers in real contexts—shopping, browsing a website, using a product—we gain unfiltered insights into actual behavior. Observation often reveals the disconnect between what people say they do and what they really do. For decision-makers, this ensures strategies are grounded in reality, not assumption. 

Discovery Workshops

Workshops bring teams together to align around goals, surface insights, and co-create solutions. They’re collaborative, dynamic, and often energizing. For executives, workshops accelerate alignment and provide a shared foundation that speeds decision-making later.

Keep the Research Going

These five aren’t the only methods—we also use surveys, focus groups, or partner with research firms for larger studies. The key is continuity. Every pivotal moment demands fresh questions, and every new question deserves an answer.

Because strategy without research is guesswork. And in high-stakes moments, guesswork is too costly.