Falsifying Ideas in Research

Research in product development should focus on falsifying ideas rather than validating them. The purpose of research is not to confirm preconceived notions but to challenge and disprove them. It is essential to integrate research early in the product process, moving away from a superficial checkbox approach towards genuine exploration and discovery. True scientific research seeks to find support for ideas by testing and potentially rejecting them, emphasizing the importance of rigorous and objective investigation.