“What conversation, behaviour, or belief do you want to shift?”

Research with a change intent is about moving people from one understanding to anothe, often challenging harmful narratives or inherited assumptions.

This type of research is perfect if you want to:
• challenge a myth in your industry
• shift how people think about visibility, confidence, or leadership
• show that a ‘common truth’ isn’t actually true
• change the way clients frame a familiar problem
• disrupt tired advice that stops people progressing

Examples:
✔ A coach wants evidence that burnout isn’t caused by poor boundaries, but by unrealistic organisational demands.
✔ A business strategist wants to challenge the narrative that undercharging is “humble” or “kind.”
✔ A creative leader wants to show that innovation doesn’t come from hustle, but from psychological safety.
✔ A founder wants data to demonstrate why traditional productivity hacks don’t work for neurodivergent entrepreneurs.

This type of research shifts conversations and gives you the authority to say,
“This needs to change, and here’s the evidence.”

“What friction, confusion, or contradiction keeps showing up for your people?”

Research with a solve intent is practical and clarity-driven.
It uncovers what’s really going on beneath the problem your audience experiences and helps you design solutions that actually work.

This type of research is perfect if you want to:
• understand why your audience gets stuck at a specific point
• identify what stops people completing your programme or taking action
• discover contradictions between what people say they want and what they do
• improve your offer or service by seeing what’s missing
• test assumptions before you build something new

Examples:
✔ A pricing mentor wants to understand why clients raise their prices but then panic and lower them again.
✔ A leadership coach wants to explore why talented women resist visibility even when they actively want to grow.
✔ A freelance community wants to know why some members stay stuck on the edges while others thrive.
✔ A consultancy wants to uncover what stops teams from implementing the training they invest in.

This type of research helps you create clearer messaging, stronger solutions, and offers that truly meet people where they are.

“What would be different for you or your audience if this issue was understood properly?”

Research with a transform intent is big-picture.
It helps you build frameworks, write books, shape methodologies, or lead whole new conversations in your field.

This type of research is perfect if you want to:
• develop a signature framework or model
• create a research-backed book or keynote
• reposition your entire body of work
• understand your audience on a deeper psychological level
• lead cultural or systemic change in your industry

Examples:
✔ A thought leader writing a book wants to understand how identity shapes goal achievement across different groups.
✔ A community founder wants to develop a research-backed framework for belonging or resilience.
✔ A DEI consultant wants data to support a new methodology for inclusive leadership.
✔ A wellbeing educator wants to transform how organisations understand emotional labour or burnout.

This type of research creates legacy insights that shape not just your clients, but your field.