The first and most important step is: Realize you have a problem. All too many research efforts stick with the original plan, because it was well thought-out (at the time it was constructed). This "stick to the plan" bias is particularly strong if you yourself put the plan together. Protect yourself against this bias by: 1. Setting guardrails in the plan before you execute it - What market signals might indicate a need to change the plan? By setting guardrails, the need for change becomes more obvious and mechanical and less a matter of judgment or emotion; 2. Set aside time to reflect. This 2nd one seems "airy-fairy" but we are far more likely to see the big picture if we force ourselves to step back from the details and reflect

You should always have the ability to pivot/be nimble with any research. I’ve found that market changes require me to rethink the basic premise of my goals. Are they still valid? Is what I will discover actionable? I’ve seen too many “white paper” efforts shelved after completion due to lack of relevancy.

La inversión financiera y la imputación de recursos materiales y humanos en los proyectos de I+D+i resulta tan cuantiosa que, muchas veces, ante cambios repentinos en el mercado, resulta más rentable abandonar una línea de investigación a tiempo, que empecinarse en desarrollar un producto que, seguramente, va a resultar un fiasco. Por ello, y en mi opinión, es muy importante permanecer alerta sobre las tendencias de consumo o regulatoria y abandonar a tiempo, antes que persistir en una quimera. Siempre será mejor reconducir la marcha de la empresa, diversificar a otras opciones o directamente, abortar un objetivo científico, que afrontar un fracaso mercantil y económico de graves consecuencias.

First of all take a deep breath, followed by a quick step back and try to evaluate how the changes you are facing (will) impact your goals. Always try to adopt an agile approach to the project, get constant updates on the related industry trends, gather customer insights or, even better, predictive industry trends (e.g. using the Nichefire AI solutions), and - if necessary - modify data collection methods. Furthermore, review objectives, utilize real-time data analytics, and reach out to your own expert connections. Finally, communicate with your stakeholders and, always, try to develop a contingency plan. By sticking to this approach, you can maintain the relevance and success of your research project despite unexpected market disruptions.

Odds are if you are doing a good job you are so heads down that you don't even recognize that the market has shifted until its after the fact..... Once you realize the market has shifted you should do an analysis to understand if this market shift even affects your original thesis that you were working towards. If you had a truly unique thesis & perspective it probably doesn't. If it actually does change your thesis then you need to update your thesis with the new information & pivot.... And as always Keeper Movin! Momentum is key