How do you decide whether to start research from the details or from the big picture?
How do you decide whether to start research from the details or from the big picture? Choosing between top-down and bottom-up without overthinking it Framing the question Deciding whether to start with the big picture vs details in research is really about choosing the right zoom level: top-down or bottom-up . Top-down research begins from goals, strategy, and hypotheses; bottom-up research starts from observations, data, and concrete problems. The trap is defaulting to your favorite mode instead of matching the approach to the risk and the decision in front of you. This guide gives you a simple way to choose your starting point—and language you can share with colleagues—so everyone understands why you’re beginning top-down or bottom-up on a project. The Two Lenses: Big Picture (Top-Down) vs Details (Bottom-Up) Most research mistakes are really zoom mistakes: Too wide, and you never commit. Too close, and you perfect the wrong thing. Think of yo...