Page 17 - Journal of Strategic Marketing Magazine - January 2019
P. 17
Four big trends driving agility in
market research
Every business, marketer and researcher wants to be ‘agile’ in today’s hyper-accelerated
world. But what does that mean? Fast, iterative and adaptive agile research is a non-
negotiable for companies moving into the next era of innovation work, says Nick Coates.
T he Agile Manifesto was agile research, an Ipsos global survey innovation research – including
Despite the many strides made with
developed by frustrated software
idea, concept and package testing
developers in 2001. Instead of
– have become automated and/or
found that only 24% of consumers felt
document driven and heavy processes,
is the only requirement, but these
and new products. Innovation remains
it encouraged rapid and lexible that brands deliver regular innovations standardised. This is ideal if speed
responses to consumer input. In recent an elusive concept, with 94% of solutions often mean that research
years, this has stretched to consumer global executives reporting they are outputs lack quality. Some of the issues
insight, and agility has now become dissatisied with their organisation’s that arise from automated solutions
an urgent imperative in the research innovation performance. Researchers include unrepresentative samples,
process. need to do better to help facilitate device-speciic solutions, unproven
Fast, iterative and adaptive agile effective innovation for clients. measures of success, and limited
research is a non-negotiable for Ipsos believes that the journey to analysis and ways of interpreting data.
companies moving into the next era of agile research will be characterised by Solutions need to be fast and
innovation work. four major trends: of hiqh-quality. For example, idea,
Instead of following traditional 1. Quality and speed. concept, and package testing results
research processes that have not been 2. Social intelligence playing a larger must be compared to the competition
challenged or revised for many years, role. to be meaningful and benchmarking is
researchers need to quickly generate 3. Artiicial intelligence (AI) helping key.
consumer insights, learn from them, facilitate iteration. So, how do we ensure quality and
and then decide on the most impactful 4. Modular innovation approaches speed? By having:
next step – depending on where the being more popular. • Real-time systems in place for
results take them and not on what has Let’s examine each of these trends in assessing respondents. Are they
been done year after year as a matter detail. real, are they speeding through
of ‘best practice’. the interview, are they providing
Ultimately, agile research should 1. Quality and speed inconsistent answers? Systems
help innovators get to market faster Speed is a key concept of agility. should pick up these faults to
and with better products. To deliver speed, many types of correct them in real time.
Strategic Marketing - p15
market research
Every business, marketer and researcher wants to be ‘agile’ in today’s hyper-accelerated
world. But what does that mean? Fast, iterative and adaptive agile research is a non-
negotiable for companies moving into the next era of innovation work, says Nick Coates.
T he Agile Manifesto was agile research, an Ipsos global survey innovation research – including
Despite the many strides made with
developed by frustrated software
idea, concept and package testing
developers in 2001. Instead of
– have become automated and/or
found that only 24% of consumers felt
document driven and heavy processes,
is the only requirement, but these
and new products. Innovation remains
it encouraged rapid and lexible that brands deliver regular innovations standardised. This is ideal if speed
responses to consumer input. In recent an elusive concept, with 94% of solutions often mean that research
years, this has stretched to consumer global executives reporting they are outputs lack quality. Some of the issues
insight, and agility has now become dissatisied with their organisation’s that arise from automated solutions
an urgent imperative in the research innovation performance. Researchers include unrepresentative samples,
process. need to do better to help facilitate device-speciic solutions, unproven
Fast, iterative and adaptive agile effective innovation for clients. measures of success, and limited
research is a non-negotiable for Ipsos believes that the journey to analysis and ways of interpreting data.
companies moving into the next era of agile research will be characterised by Solutions need to be fast and
innovation work. four major trends: of hiqh-quality. For example, idea,
Instead of following traditional 1. Quality and speed. concept, and package testing results
research processes that have not been 2. Social intelligence playing a larger must be compared to the competition
challenged or revised for many years, role. to be meaningful and benchmarking is
researchers need to quickly generate 3. Artiicial intelligence (AI) helping key.
consumer insights, learn from them, facilitate iteration. So, how do we ensure quality and
and then decide on the most impactful 4. Modular innovation approaches speed? By having:
next step – depending on where the being more popular. • Real-time systems in place for
results take them and not on what has Let’s examine each of these trends in assessing respondents. Are they
been done year after year as a matter detail. real, are they speeding through
of ‘best practice’. the interview, are they providing
Ultimately, agile research should 1. Quality and speed inconsistent answers? Systems
help innovators get to market faster Speed is a key concept of agility. should pick up these faults to
and with better products. To deliver speed, many types of correct them in real time.
Strategic Marketing - p15
