For most, the product design stage is a lot more fun, even the testing phase can be a lot of fun—particularly if the test involves test riding. But, basic research is often a bit of snooze for “kids these days”—this MTV generation loves to get to the end point as fast as possible: destination is all; the journey is a bit like bad wrapping paper.
It’s true that research takes a lot of time and can be frustrating; there’s no simple, clear, and universally correct way to do fundamental research. Often the way forward is a series of dead-ends and mistakes; and, more often than not, the results of research do not lead to a new product or process.
Fortunately, a lot of learning goes on during the mistakes and missteps. In fact, isn’t that how most learning occurs? At least, that’s what I tell myself when I’m making my moment by moment mistakes.