In business, research has become my thing. It’s what I bring into an organisation to fuel the transformation that happens through my training and coaching. But lately I’ve started bringing it into my personal life through the local organisation that I’m involved in, and I’ve realised something big: research is the reality check we all need.
Buttock Research
You know the type: “I think we should do this” or “I reckon we should do that,” all based on
anecdotal feedback or opinions dressed up as fact.
I call it ‘buttock research’ – decisions pulled straight from someone’s backside. It’s everywhere.
People want to make changes based on what they think is true, not what is actually true. But
when we pause and do a reality check – when we do our research – everything shifts.
Take our local theatre. I’m the president, and at our last meeting we were debating the seating
plan: rows or tables? Huge decision. Everyone had an opinion. Half were convinced the
audience preferred rows, the other half swore tables were the favourite. They were pulling
“facts” straight from their backside.
So I did what I do in business: I added research.
We surveyed the audience to find out what they actually wanted. Turns out 80% preferred table
seating, completely opposite to what many committee members believed. At the next council
meeting, instead of emotional arm‑wrestling, we had a clear path forward. We would continue
table seating. Decision made. No drama required.
The research also revealed why people come to our shows: to support locals and have a social night out. They want connection, not just entertainment. That insight changed how we market our shows, how long they run, and how we design the space. Research fuelled our decisions, giving us the confidence to make changes based on truth, not assumptions.
In business, this is the difference between guessing what your customers want and knowing.
In your personal life, it’s the difference between assuming how someone feels and asking.
In life, it’s the difference between reacting to your story and responding to reality.
So next time you’re making decisions based on a few people’s opinions – pause. Gather some data. Do a little research. Because whether it’s theatre seating or business strategy, the truth is always more useful than the fiction.
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Craig Cherry