In it he cautioned against a simplistic view of research as it applies to the design process because it's often synonymous with science--a discipline known for providing "hard truths" about the world.

Design Research is all about staying curious, continuously learning, and challenging assumptions. This iterative process of testing and learning enables us to adapt to users ever changing needs.

Business research ... Design of a Business Research Method. Business research methods function to... Research objectives are the expected outcomes or deliverables of the business research process.