What Is Research and Why Is It Important For Content Writing?

Writing isn’t just about creating engaging words.

It’s also about giving value through well-researched information.

In this article, you’ll know what research is, its importance in writing, and the types of research.

What is research?

Research is the systematic study of data and sources to establish facts, reach conclusions, and solve problems.

Data includes facts and figures collected during research for reference or analysis.

Research involves:

• Gathering information: Collecting data from various sources

• Analysing data: Examining and interpreting the collected information

• Drawing conclusions: Reaching informed decisions or insights based on the analysis.

So, in simple words, research is all about gathering new data, analysing it, and making informed choices based on it.

Why is research important?

Research is essential in every field, including science, the social sciences, the humanities, and business.

It is used to:

• Discover and understand new facts and insights.

• Solve problems and address challenges.

• Provide evidence-based information for informed decision-making.

Why do we do research?

We conduct research for the following reasons:

1. To ensure accuracy and credibility

With so much information online, it’s challenging to determine what is accurate.

A 2024 UNESCO survey revealed that 62% of content creators don’t verify the information they share with their audiences.

This means their content might be false and misleading.

As a writer, following this path can damage trust and ultimately hurt your reputation.

So, research helps you verify facts, statistics, and claims to ensure they’re reliable and trustworthy.

And sharing accurate and credible information helps you build and maintain trust with your audience.

2. To uncover unique angles

Information has saturated the digital space.

And with AI, it’s easy to create generic words and ideas.

To stand out, you must offer a fresh perspective or address your topic in a new way.

This is where research comes in.

Research enables you to:

• Examine existing content on a given topic.

• Identify gaps in information.

• Uncover new angles of the topic that haven't been thoroughly addressed.

This helps you break through the noise and capture your audience’s attention.

3. To support your points with evidence

Strong writing isn't just about stating opinions.

It’s also about presenting logical arguments backed by credible evidence.

Through research, you find the necessary data, statistics, expert opinions, case studies, and real-world examples to prove and strengthen your points.

Using your research findings helps you drive your points home and convince your audience.

See our practical guide on how to conduct research for writing articles and blog posts.

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Types of research

Research can be categorised into 2 broad types:

• Qualitative

• Quantitative.

Note that there are subcategories of research under these main types.

Meanwhile, let’s discuss the focus, aims, methods, and examples of the 2 major research types.

I. Qualitative research

Qualitative research focuses on collecting and analysing descriptive, non-numerical data to gain insights into people's experiences, perceptions, and behaviours.

Descriptive data includes observations, interpretations, and subjective experiences.

It's often expressed in words, stories, and rich descriptions.

The aims of this research type are to:

• Understand underlying reasons, opinions, and motivations

• Provide insights into a problem

• Help to develop ideas or hypotheses for further quantitative research.

Methods of qualitative research and examples

1. In-depth interviews

This involves one-on-one conversations to examine the thoughts, feelings, and experiences of participants.

Example:

Having in-depth conversations with people to understand how they cope with stress or make career decisions

Read our guide on how to conduct interviews.

2. Focus groups

This involves group discussions led by a moderator to gather various perspectives from participants.

Example:

Testing people’s reactions to a new product and trying to understand why they like or dislike it

Read more about focus groups.

3. Content analysis

This means studying texts, images, or videos to identify patterns or themes.

Example:

Analysing social media trends to understand how people use social media to express opinions or share experiences

4. Case studies

This is an in-depth examination of a single case or a small number of cases.

Example:

Analysing how a business handled a crisis or implemented a new strategy

Read more about case studies.

5. Ethnography

This means immersing yourself in a culture or community to understand behaviours and norms.

Example:

Studying workplace culture to analyse how employees interact with and feel about their work environment

Qualitative research is helpful for digging into new topics, coming up with ideas, and understanding what people go through.

II. Quantitative research

Quantitative research focuses on collecting and analysing numerical data to understand facts, identify patterns, and test ideas.

The aims are to:

• Quantify attitudes, opinions, or behaviours

• Generalise results from a larger sample population.

Methods of quantitative research and examples

1. Surveys

This is collecting data through questionnaires or polls to measure attitudes, behaviours, or opinions.

Example:

A survey asking students to rate their satisfaction with online learning on a scale of 1 to 5

Read more about surveys and polls.

2. Experiments

This is a controlled study to test cause-and-effect relationships.

Example:

Testing and comparing the engagement performance of content published in the morning versus content published in the evening

Learn more about experiments.

3. Observational studies

This is collecting data by observing behaviour in a natural or controlled setting.

Example:

Studying how people use a website or app

See how to use observations in your research.

4. Statistical analysis

This means analysing existing data to identify trends or connections.

Example:

Analysing sales data to predict the direction of future performance

Quantitative research is ideal for testing ideas, spotting trends, and making informed decisions based on solid data.

Bottom line

Writing requires well-researched and data-driven information to provide value.

Research is crucial for finding data to establish facts and solve problems.

It ensures accuracy, uncovers unique perspectives, and supports arguments with evidence.

P.S. See our practical guide on how to conduct research for writing articles and blog posts.

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