Once you have defined the project, you start to find out what the things are that you do not know yet. This allows you to know what kind of research must be done. Often, the research in the Discover stage is about scoping and goal setting, and less about the details that become important for the development of a concept. Consequently, designers often conduct more research whilst developing concepts, but now with more fine-tuned research questions. Methods such as contextual inquiry are often performed at this stage, because you have better knowledge of what exactly needs to be better understood.

Once the project scope is clear for the Future of Food exhibition, it also becomes clear what kind of questions the developers (still) have and what additional research is needed. For example, you can conduct in-depth interviews with potential visitors and inquire what expectations and questions they have in relation to food it this point in time, and how they might foresee the future. Other things to consider are: what kind of partners are relevant (like R&D’s in the food industry). Or, what the relevant topics are according to experts and/or trendwatchers. Or, how healthcare specialist see the future of (healthy) food. These questions result in additional research, but this time a lot more focused.
If the framing of the food exhibition would have been 'Diets,' other research questions would have popped up, other experts would have needed to be consulted and other partners would have been needed. The framing is decisive for what research is conducted and what questions need to be answered.