How to Prioritize UX Research Topics and Projects

Research should always be aligned to business goals. It's just that the actual prioritization gets a little bit complicated when, oh yeah, we really need to focus on this thing that's happening now, but we also need tofocus on this thing later. And I think the way that I've handled it in the last couple of companies where I've been and what I encourage clients to do now is to think about leaving the bigger research projects that require a lot more in depth thought behind.