Reactive Research Is a Sign of a Low Maturity Organization

Reactive research tends to be a lot of validation. Some people might consider that proactive, but to me, it sits in the reactive side when it's not based off prior research. Reactive research is a sign of a low maturity organization. Then we have more proactive research. These are projects that are more like, what do we do next? You know, so who are our users? And again, both are fine and you will find both no matter how mature your company is.