#145 - Kick-Start Creativity Using Desk Research with Victoria Sakal of Wonder

Episode notes

In this episode, Erin chats with Victoria Sakal, Head of Growth at Wonder, all about desk (or secondary) research - think web searches, checking internal resource libraries (like repositories), or interviewing colleagues. Desk research is a critical step when starting a new project. Victoria shares her framework for thinking about the differences between primary and secondary research, suggesting that instead of distinct categories, they exist on a continuum. She argues that primary research is sharper, more impactful, and has better ROI when it's supported by secondary research. In addition to sharing best practices for desk research, Victoria walks through research her team conducted on how organizations approach research, offering strategies to maximize your efforts based on specific company growth stages and product demands. The episode closes by exploring how desk research is changing in light of emergent technologies such as large-language models and the benefits of reading widely.

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