You may not think your project “needs” research, but it would more than likely benefit from it.

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Basic migration projects even include research into what URLs we'll move, edit, delete, or archive. Web redesigns require checking out competitors and cohorts. And, of course, if we’re conducting a typical brand-to-build project, we will push to include some serious research.

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One of the dangers of not conducting research is that things change.‍

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You may have known your audience five years ago, but do you know them now? Do you know what your competitors are doing and how they speak to their customers and represent themselves? Have you checked in on how your SEO has been doing recently?

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If the answer to any of those questions is “no,” research is almost certainly a good idea and an excellent way to start your project.