How Research Roadmaps Pave the Way to Digital Success


If we knew what it was we were doing, it would not be called research, would it?

Here at Carbon8, we believe in innovative brand strategy, beautiful design and watertight code. We also believe in research.

From websites, to apps, messaging, UI and UX, research provides the foundation for nearly every project or digital marketing plan we execute. We have used materials like white papers and case studies from Gartner and Forrester, and contracted with more customized research and reporting services, like Ask Your Target Market and Corona Insights. But we have also utilized our own resources to get the answers we need, stop the debate and move forward in the direction with the greatest likelihood for success.

For any project, campaign or initiative, research helps:

  • Identify opportunities
  • Establish audiences
  • Provide metrics for measurable goals
  • Illuminate pitfalls
  • Serve as a foundation for strategy

At our agency, we recommend the following research roadmap. Although these steps are mostly applicable for website design, they can be used for any branding or digital marketing plan as well.


Before the project even starts…

  1. Interview key stakeholders
  2. Glean all existing data
  3. Send surveys to internal and external clients
  4. Compile competitor data
  5. Execute usability testing

During the project…

  1. Test wireframes, design or HTML and CSS with target audience
  2. Test messaging, product architecture and naming where applicable with target audience

After completion…

  1. Utilize any analytics tools in place
  2. Execute usability testing

Once all research has been collected and analyzed, it is important to weigh any insights or directions against best practices, project goals, etc. Some items to be wary of when it comes to research include:

  • Disregarding the flaws of the research
  • Misinterpreting it
  • Exaggerating its implications
  • Cloaking it in vague language

Need some help digging through the data or getting more insight into your next project? Call the team at Carbon8 to help. Contact us today and let’s start something!

Lisa Hillmer-Poole

Lisa Hillmer-Poole is the VP of Accounts at Carbon8 with more than 18 years of combined agency and in-house marketing experience. Lisa partners with Senior Agency Management, Account Managers and clients to strategize, develop and execute long-range communications and digital marketing plans. Serving as liaison between her team and Development, Design, Search, and Senior Agency Management, Lisa plays a key role in developing the next generation of account management talent at Carbon8.

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