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’ lifestyles, situations and needs.

Getting the right product to market is a wicked problem. While you might know all of the characteristics that make a great product, delivering the right combination is never easy. In reality, success is more than a simple combination of features and benefits.  There is the human side to development, as people don’t always use products exactly as we intended.  In fact, they can react in unexpected ways to their sensory experience in context. So how do you solve these kinds of problems?

Johnsonville recently hooked agile qualitative technology into their In-home Usage Testing (IHUT) process, which enabled them to capture video experiences and engage in follow-ups with participants to delve deeper into how to deliver an optimal solution. And they got some surprising results.   

Succeeding in today’s constantly evolving consumer landscape starts with being able to move quickly and use data to make the best decisions. This is why more and more organizations are taking an agile approach to just about everything from innovation, to marketing, to research and customer experience design. In this post, we will explore the skills you need to cultivate in your consumer insights teams to support agile development.

Managing the customer experience (CX) is becoming more important than ever before—to the point it’s growing into a key differentiator between brands. Rather than disrupting industries through new product or services, businesses are focusing on disrupting industries through better customer experiences.

Budget planning plays a critical role in ensuring consumer insights are embedded into key initiatives and campaigns. Without enough money on hand, researchers have a harder time getting the data they need in time to make consumer driven decisions.

Agile organizations enjoy several benefits—like moving quickly, making better decisions, and responding to market changes faster. But what exactly does market research look like in an agile organization?