Thanks to new research approaches, all companies—even those with storied histories—can innovate as quickly as startups, leveraging consumer insights to inform the best way forward.
For some time, organizations have used experience design (XD) research to help sculpt processes, services, events, and products that customers would interact with. This kind of research focuses on the quality of each experience and the context surrounding how people experience it.
As companies apply agile approaches to marketing and new product development, customer centricity has become even more critical improving customer experiences, building new products, and delivering relevant marketing communications.
Most marketing, innovation and customer experience teams are being tasked with delivering more frequent and faster consumer insights. They are applying agile methodologies to the development of new products, services and marketing touch points. Success requires a mix of new technology to bring agile consumer learning capabilities in-house, as well as specialized outsourced research services to help boost company flexibility and fill in gaps with internal capabilities. But how do you find a research provider that can truly deliver on the promise of agile?
Agile is the new buzzword for companies big and small that are looking to respond faster to the market with more customer-centric solutions. But agile isn’t something you hire out or buy off the shelf, it is a set of principles you tailor to your team.
I recently had the pleasure of co-presenting with Pella’s Consumer & Market Insights Manager, Mark Hetrick, at the Insights Association Corporate Researchers Conference. We shared a case study on how Pella made the organizational shift to agile insights to increase the speed and quality of new product and marketing initiatives.