Applying corporate strategy frameworks to improve research planning, execution, and communication.
Scientific Rigor Doesn’t Always Equal Strategic Clarity
Researchers are trained to design experiments, isolate variables, and generate statistically valid conclusions. But many lack formal exposure to structured thinking tools – frameworks that organize complex problems, clarify assumptions, and focus attention on what matters most. Often seen as “corporate” or overly rigid, these tools are underused in R&D environments despite their proven value in business strategy and decision-making.
In partnership with Nestlé, Curion explored how structured thinking tools can be applied across the research lifecycle, from setting project objectives to parsing conclusions, enhancing both the process and the clarity of outcomes.
What is Structured Thinking?
At its core, structured thinking is a systematic way to break down complex issues into manageable parts. It improves decision-making by filtering out noise, organizing thoughts, and simplifying information for action. In volatile or ambiguous (VUCA) environments, these tools provide stability and focus.
The F.O.C.U.S. model summarizes this well:
- Filter the noise
- Organize your thoughts
- Clarify assumptions
- Unpack complexity
- Simplify for action
Applying Structured Thinking Across the Research Lifecycle
In the planning phase, the team used SOAR (Strengths, Opportunities, Aspirations, Results) and aligned it with a 2×2 factorial experimental design. This bridged the gap between business strategy and experimental control, giving the project both scientific structure and strategic intent.
During execution, decision trees helped determine the most appropriate research methodology by mapping out key questions, such as whether feedback was needed on product preparation or sensory attributes. These decision flows led to efficient alignment on methods like CLTs or IHUTs, reducing ambiguity and wasted cycles.
In the final stage, structured narrative frameworks like SCQA (Situation, Complication, Question, Answer) were used to synthesize and communicate findings. For example, when addressing external R&D strategies under changing regulatory conditions, SCQA helped the team move from a complex problem to a clear, actionable response.
Why Should Researchers Care?
Structured thinking shouldn’t be thought of as a replacement for experimental design. It an enhancement that helps researchers frame objectives more clearly, make faster and more confident methodological decisions, and communicate conclusions with greater impact. And most importantly, it brings strategic alignment to research work.
Awareness of these tools is still low in the research community, often viewed as “nice to have” rather than a core element. But as this collaboration shows, applying structured thinking clarifies, accelerates, and increases the influence of the work.
Authors: Shilpa Samant (Curion), Lydia Lawless (Nestlé), Carlos Armas Aleman (Nestlé)
To view the full structured thinking framework and applications from this study, download the full poster.
Learn more about our full showcase during Pangborn 2025. Click here.
Curion specializes in delivering impactful insights to the world’s top CPG companies, helping them develop winning, repeatedly purchased products. Curion’s deep data-driven product insights, sensory expertise, and state-of-the-art consumer centers enable them to uncover responses to critical client objectives. With over five decades of experience in the product testing industry, Curion is dedicated to guiding clients with their proprietary XP Xperience Performance platform, connecting brands to consumers at every step.
An innovator in the industry, Curion recently developed a groundbreaking benchmarking product testing method, the Curion Score™, which has become a trusted and sought after tool within the industry. As one of the largest product and consumer insights companies in the U.S., Curion has built a reputation for excellence and trust among the world’s leading consumer brands. Curion’s commitment to innovation and expertise, coupled with a passion for delivering actionable insights, makes Curion a valuable partner for companies looking to develop and launch successful products.
