When it comes to product research, companies should prioritize conducting any research over not doing it at all. This is because designing a product without user input can lead to assumptions being made, which may result in an inferior final product. However, time and cost constraints often hinder the ability to conduct extensive research. To overcome this, companies can adopt flexible and creative research methods that balance costs and deadlines. This includes using remote research tools, conducting customer interviews, and making trade-offs in methodology without compromising quality. By following a structured approach, including deciding on what to learn, sanity checking the research approach, speaking with the right users, and being mindful of bias, companies can gather reliable and trustworthy insights that inform their product development decisions. Ultimately, any research is better than none, and making trade-offs can lead to valuable insights that drive product success.