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Monthly Agile Research Tips - October

Today’s leading organizations are increasingly employing agile approaches to developing new marketing programs, product or service innovations and customer experiences. By leveraging agile market research methods, your organization is able to simultaneously design, test and build new solutions before going to market. This approach speeds time to market, while still ensuring your go-to-market strategy fits with consumers’ changing lifestyles, situations and needs.

Our monthly blog post offers practical tips and advice on how to implement agile research. October's agile tips are centered around tactics you can employ to transform your organization into an agile one, and are provided by Digsite CEO and Co-Founder Monika Wingate.

Tip 1: Form Your Team Early

The last thing you want is to conduct research, share the results with your team and then have them disregard the results because they weren’t a part of the process. To avoid this outcome, get the people who will use the research results involved in the process early on.

Start by picking a few people who will be part of the design, development and decision-making process (e.g., a product manager, a researcher and a designer). While you definitely want to build a cross-functional team, but be careful to avoid putting too many people on it. Aim to create a small group of between four and eight people.

Tip 2: Prioritize Your Focus

The minute you mention you’re going to conduct research, your team might flood you with research questions they wish they had answers to. Your job during this step is to vet the questions and determine which will result in actionable decisions versus which would simply be nice to have or would be better answered later.

Tip 3. Get Target Customers Involved

Figure out what your learning objectives are. Typically, you’ll want to capture context and feedback. Then you’ll need to identify who you want to talk to—the exact people who have the needs you’re trying to meet. Create stimuli that help them test what you’re thinking of building or what you’ve built already. This could be a 2D sketch, a 3D virtual model or a physical prototype.

Tip 4. Chart Interim Results

Extend your research with the same participants when you can. Break research down into the smallest pieces possible so you can report on everything sooner. Shoot for daily or weekly reports instead of issuing one large report at the end.

To learn more about how your organization can make the move to agile research, here are some resources to check out:



Topics: Market Research, Strategic Best Practices, Agile

Monika Rogers

Monika Rogers

Monika Rogers is the CEO and Co-founder of Digsite. She has more than 20 years of marketing, innovation and market research experience, including positions at General Mills, Pillsbury and the A.C. Nielsen Center for Marketing Research at the University of Wisconsin-Madison.