In iterative work, research that isn't well-coupled to the larger design/development process sees its pathway to impact lengthen, and the excitement around its possibilities goes stale. Longer research efforts, aligned to calendar cycles, are often planned to deliver results at the same time the plan is just finished for the next long cycle.

Consider how much time it takes to move from insights to real potential action: designed experiences, technical / development approaches, experiments, or operational changes. Identify the distance from output to desired outcomes, and the types of follow-up activities that must be complete before the work can be offered for implementation. You can work with cross-functional partners to understand this timeline and backfill the best timeline for research projects or program work.

Therefore, plan the research starting backwards from where there is organizational capacity to deliver in it. In fast moving organizations, keep research limited in scope, break larger activities into sprint-cycle efforts that will progressively deliver value. For larger environments or foundational work, start from the next longer-term planning cycle. Identify the duration of dependent activities and scope the work (all of it) to deliver before the planning cycle begins. Keeping your results off the shelf so you can use them right away requires a clear understanding of who is consuming them, how, and when they will be hungry.