Generating research findings, which make sense in today's society and can be appreciated as such by both the academic and the business worlds, requires reframing not only the core of how research is being developed but also questions the relevance of organizational survival. The Imagineering Methodology developed within the framework of the NHTV University of Applied Sciences provides a complementary perspective on management research and design. This article aims to present the essence and the specifics of how research is evolving today, using the aforementioned methodological stance and showing certain outcomes, already achieved in practice.