The Iterative Nature of Research: Why Single-Session Tools Fail

Users typically don't know the problem they are trying to solve or what the solutions will look like when they initiate their search. The first stage of the process is to broaden their knowledge of the problem/solution domain.

The research process typically follows these steps: 1. Broaden understanding of the problem and solution options 2. Narrow the options to those that seem to apply 3. Winnow the choices down to 2 or 3 4. Select one 5. Service after the sale

Consumers often don't truly understand their problem much less a solution, but they learn more about both as they iterate their search. The typical consumer is focused on identifying a single, accurate solution. More solutions or results help in broadening knowledge but may conflict with trying to find a single solution.

The more unfamiliar people are with the problem or solutions, the less likely they will be able to complete the search task in a single session. Therefore, they will need to interrupt their search and continue it later. Rather than restarting from scratch, they would prefer to pick up where they left off.

Researchers spend much more time in the broadening phase. Their goal is to find all relevant results that support their hypothesis, and also identify any results that contradict or disprove it. This research is never completed in a single session and researchers must keep track of all their results.

That's why Iterative Search was built — to support the way research actually happens, not the way search engines think it should.