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. September's agile tips are centered around the ways in which you can successfully combine qual and quant research methods, and are provided by Digsite CEO and Co-Founder Monika Wingate.
Tip 1: Plan for Real-Time Team Participation
Use a platform that allows your team to ask follow-up questions and iterate as you learn.
Digsite makes it easy to ask follow-up questions of individuals or of the group. Adjust concepts or activities over days to iterate as you learn throughout your community to maximize your learning.
Tip 2: Simultaneously Validate While Exploring the Next Critical Question
Use validation research and the qual/quant combination to get validation but to also help the team move forward. You always want momentum and want the team to be able to keep going.
Tip 3. Use Dynamic Reporting To Propel Iteration
Use a solution that gives your team instant dashboard access and lets them see results as they are coming in. This allows them to make decisions or review information on a daily basis, as opposed to having to wait until the end of the study.
Tip 4. Leverage Video and Artifacts To Sell in as You Go
One of the great things about qual is that you have quotes, videos, images, and a way to re-contact people to ask follow-up questions. You can leverage those to get more accurate in-context information, to tell a story and get buy-in.
For more information on combining qual+quant research, check out our new on-demand webinar, "Harnessing Agile Qual + Quant Research to Maximize Effectiveness."
