Purpose – The objective of this paper is to describe a counter-intuitive view of the deductive research process.

Design/methodology/approach – The paper should be seen as addressing a debatable subject where there is no “right” or “wrong”, but one which hopefully will stimulate and/or provoke a certain degree of afterthought and reflection. An applied approach to the research process is presented and discussed.

Findings – The paper contends that the counter-intuitive approach illustrated may uncover pitfalls and flaws in research endeavours at an early stage of an intended research process.

Research limitations/implications – It is important that the four elements of idea, support, implications, and contribution are thought through properly in detail before too much investment in time and resources, as well as intellectual effort, has been made, in order to avoid frustration and discontent among involved stakeholders.

Practical implications – The paper contends that it is essential to dedicate and pay attention to the intended research process as a whole before actually going through with it.

Originality/value – It is hoped that the presented counter-intuitive view of the deductive research process will assist scholars (e.g. junior faculty and doctoral students) in their efforts to perform research endeavours.