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1、Part 1:Ready for a new approachA GUIDE TO AGILEINSIGHTS FOR CONSUMERPRODUCT TEAMS Ready,Aim,FireHeres the lowdown.Agile research enables companies to build betterproducts,experiences and brand communications in a quick andaffordable way.Leading research solutions deliver major advantagesover traditi

2、onal marketing research approaches by leveraging onlinetechnology,AI and automation to make research faster and morecollaborative.Agile solutions provide access to pre-profiled consumers.Organizations can quickly connect with the precise people they need.Research that used to take weeks to complete

3、can now be recruited inas little as one day.Agile solutions capture in-context behavior not just online,but inhomes and stores,and offer the potential for multiple touchpoints toask consumers follow-up questions or iterate on ideas as they learn.Agile methods focus on empowering innovation teams,bre

4、akingcomplex problems into smaller“sprints.”Automated reportingdashboards and analysis tools make it faster to share learnings withthe team.Quotes and video clips help bring findings to life.Add it up,and this approach to development enables consumer productcompanies to make rapid decisions in less

5、time and for less money.BRING BETTER PRODUCTS TO MARKET,FASTER.1A GUIDE TO AGILE INSIGHTS/If youve ever wondered why your favorite platforms are constantlychanging,or why Apple pushes out iPhone updates at regular intervals,you can thank the agile development approach.Instead of working onenormous s

6、oftware solutions and releasing them bi-annually,the agileapproach promises more frequent updates informed by customerfeedback on early concepts.Agile was developed to solve so-called“wicked problems”that arecommon among innovation teams.Wicked problems aremultidimensional,involving new or different

7、 consumer behaviors.Thesetypes of problems require the building of early concepts or prototypesto identify unforeseen issues and fully flesh out consumer needs.While agile started in software development,the concept has sincespread to many other areas of the enterpriseincluding HR,marketingand R&D.T

8、oday,leading consumer products,insurance companies,financial services,durables manufacturers and most other categoriesare using agile methods to develop innovative products,experiencesand marketing campaigns.A MODERN APPROACH TO RESEARCH.2A GUIDE TO AGILE INSIGHTS/unforeseen outcomesWicked Problemso

9、cially complexNo clear solutionindependent&multi-causalinvolves changing behaviorsHorst W.J.Rittel and Melvin M.Webber,professors of design andurban planning at the University ofCalifornia at Berkeley,first coinedthe term wicked problem in“Dilemmas in a General Theory ofPlanning”(1973).Agile teams s

10、tart out with a rough idea,frequently sketching out theirbiggest challenge at hand.In the past,teams relied solely on the in-person research experience.Today,teams engage consumers throughonline platforms to react to ideas,share their experiences and stories,voice feedback and reveal feelings.As the

11、 project moves from point Ato point B,all parts of the research process are integrated into a larger,cohesive whole.An initial solution stands on its own,but can be builtand improved upon over time through iteration and learning loops.Thislearning loop process is repeated until the team ends up with

12、 aproduct that can truly deliver against the customer problem at hand.ACCELERATE THE PROTOTYPINGAND DEVELOPMENT PROCESS.3A GUIDE TO AGILE INSIGHTS/Build as you learnuser storieslaunchA product designed with agile research might evolve over time until its ultimatelyreleased.User stories inform the mo

13、st basic solution you could deliver to meet consumerneeds.The biggest challenges are solved first,then build and refine until you solve all ofthe issues required for the final solution.A deeper understanding of what customers think.You cantdesign and build the best products if you guess what yourcus

14、tomers want and why they want it.More frequent testing to inform more decisions.Thanks to theonline nature of agile research technology,companies can test moreconcepts for their budget.Better insights in less time.Learn directly from your customers,implement feedback and re-test updates in half the

15、time it hastraditionally taken.When consumer product teams are guided by Digsites agileprinciples,their organizations benefit from:POWERED BY CONSUMER-DRIVEN INSIGHTS.4A GUIDE TO AGILE INSIGHTS/Relied on focus groups orethnographic researchTime-consuming andresource-intensiveLimited geographical rea

16、ch Participants andmoderators interact inpersonSingle consumerengagement Research Then Uses dozens of interviewand survey methodsCan reach preciseaudiences on a nationallevelFaster and moreaffordable Participants canparticipate online Can track behavior andask follow-up questionslater Agile research

17、 nowOccasionally,the adoption of agile approaches and new technology cancreate an(unbased)fear that these new tools may force colleagues outof their jobs,or dumb down the quality of the research.Heres thething:agile research wont replace researchers.It will,however,enablethem to do their best work.Y

18、ou may need to run a pilot test to show the value of these newmethods.But once you have a few agile evangelists on your side,itllbe easier to get even more folks on board with your new approach toresearch.An ongoing Digsite study has shown that when agile processes areimplemented,the quality of both

19、 the research and the outcomesimprove.Over 80 companies in the industry have participated in thestudy conducted through a self-assessment that measures the agilityof their insights teams.Self-assessment scores indicate that researchteams typically fall into one of three groups:jugglers,managers anda

20、chievers.Achievers are the most effective at applying agileprinciples to move fast and inform more decisions.GET YOUR ORGANIZATION ON BOARD.5A GUIDE TO AGILE INSIGHTS/Researchimpact rated on meetingbusinessobjectives 8.2/10of decisionsinformed byresearchinsights74%Typical research studyturned around

21、 in3.1 WEEKSResearchers can take the self-assessment here to see their results andaccess our comprehensive benchmarking results of their peers in the industry.high achievers report that:Agile research methods provide major benefits to organizations,including increased productivity,reduced expenses,h

22、igher-qualityproducts,faster time-to-market and,overall,more business value.Toget the results youre looking for,your organization will need to investin building an agile culture,giving your team the resources toharmoniously blend qualitative and quantitative research.Now that you understand what agi

23、le research is and how it can helpyour organization move faster,how exactly do you accelerate agileinsights at your organization?In the next segment of our guide to agile insights for consumerproduct teams,we talk about the steps that will ignite your team toadopt agile research methods and deliver

24、better insights.Read Ready,Aim,Fire Part 2:Aim for Progress(Not Perfection)here to learnabout those next steps,including the five essential parts of marketresearch sprints and the tools your team will absolutely need to movewith agility.TO FIND THE NEXT BIG THING,YOUNEED NEW RESEARCH METHODS.6A GUID

25、E TO AGILE INSIGHTS/Digsites collaborative platform enables agile teams to iteratebetween qualitative exploration and idea validation.WithDigsite,you get the flexibility you need to recruit your exacttarget audience and engage them in unique tasks to learn anditerate as you go.Our advanced reporting

26、 capabilities and automated dashboardmake it fast and easy to report on your research.Your entireteam can see new insights in real time,making it easy to adjustyour research and quickly change directions so you can feelconfident youre always moving in the right direction.Does this sound like somethi

27、ng you might need?Check out oursite and schedule a demo to learn more.Wed love to hearwhat youre working on and find ways that Digsite can help.CONTACT USDIGSITE.COMPart 2:Aim for progress(not perfection)A GUIDE TO AGILEINSIGHTS FOR CONSUMERPRODUCT TEAMS Ready,Aim,FireQuality of engagement over quan

28、tity of responsesExperiments and experiences over asking about attitudes and beliefsFocusing on the“whys”over just measuring the“what”Learning and iterating over static testingFlexible collaboration over“go”or“no-go”decisionsIn Ready,Aim,Fire Part 1:Ready for a New Approach,we coveredthe foundations

29、 of agile research.Now that you understand how agileresearch can help your organization test earlier to identify issuesearlier to move decisions faster,this second guide will get your teamstarted.Heres a quick refresher on the core principles that werecovered in part 1.Agile research focuses on:Trad

30、itionally,research has told us to focus on stages and gates,wherewe pick among a few options or make a single“go”or“no go”decision.Instead of relying on research that simply validates a set ofassumptions or a hypothesis,the agile methodology enables you tobuild,test and learn at the same time.The in

31、itial ideas are only a starting point.While your team continues tocome up with concepts,ads and experiences to be tested,they interactwith customers earlier in the process.Teams can discover that theirideas arent landing in the beginning stages of the developmentprocess,and can make many low risk-de

32、cisions that build up to finaldecisions you can feel confident with.ONE STEP CLOSER.1A GUIDE TO AGILE INSIGHTS/AGILE PRIORITIZES ITERATIONS.This approach helps you avoid the problems that have historicallyslowed down development teams.By using that information to informfuture iterations and repeatin

33、g the process several times until youresatisfied with the final outcome,youre able to solve more complexproblems and create products,designs and campaigns that areultimately better received by your consumers.In other words,while decision-makers often ask for quantitativevalidation,what they need is

34、the confidence that is achieved throughiteration and continuous improvement.One of the best ways to conduct agile research is using online methodswhere you have more flexibility in setting up your research.People aremore likely to be honest online,youre able to reach more targeted andgeographically

35、diverse participants and you can easily ask follow-upquestions to drill even deeper.Not only is it cheaper and faster to conduct agile research,but youllalso get better insights.Traditionally,quick online surveys dont get tothe why,and in-person focus groups are time-consuming andexpensive.Good agil

36、e research combines both.SPEED IS THE OUTCOME.2A GUIDE TO AGILE INSIGHTS/Not everyone at your organization will be excited about changing theway things are done.One way to ease into change is to start with a testproject and team of achievers who you believe are open to trying newthings.Gather your t

37、eam and explain that you have found a newresearch approach that has proven to give teams better answers totheir research questions,big or small.Time and time again,weve seenthis approach make teams look like rock stars to management.Heres how to sell agile research to your team:Find a tech platform

38、with flexibility so you can covermost use-cases and iterate as needed(platforms likeDigsite offer pilot options in addition to all-inclusivesubscriptions).Get vendor set-ups and a budget inplace so you can jump at the next study andshowcase a quick turn-around.Reassure them that agile research wont

39、take up allof their time and will help them do their best work.Inaddition to improving the teams collaborativelearning and creating more innovative solutions inless time,the biggest win is seeing that research canreally help them rather than be an obstacle.GATHER UP THE TEAM.Figure out which members

40、 of your team are mostlikely to benefit from agile research.You mightalready be feeling the pressure to move faster.Instead of pushing back,let them know you areready to say“yes,”but need their help.Buy them a latte!But really,ask about their interestin showing the organization a better way.Your tea

41、mwill look like heroes when they can meet deadlinesand keep on budget by adopting agile methods.3A GUIDE TO AGILE INSIGHTS/So youve got stakeholder buy-in and a decision that needs to beinformed.Getting feedback that precisely explains how your customers areusing your products,experiencing the purch

42、ase journey or interacting withyour solutions is critical to understanding what improvements you needto make.Market research sprints can be broken down into five steps:Form a collaborative team.Assign innovation projects to a teamthat is empowered to make decisions and collaborate together.Builda sm

43、all cross-functional squad that includes a product manager,aresearcher and a designer or developer.Be careful to not put toomany people on one team so that everyone can engage on a dailybasis.Four to eight people are just fine.Prioritize the focus.Eliminate the noise by prioritizing one or two ofthe

44、 biggest problems and challenges.Hypothesize and brainstormsolutions that might address that problem.The more specific yourfocus is,the stronger your results will be.Design and research.Figure out what your research sprint will looklike.For example,if you want to find out how customers interact with

45、your products,you can ask them to record videos or take pictures.Leading online platforms like Digsite can give you instant access totargeted consumers,expert-guided design approaches and multiplemethods of engagement for greater flexibility so you can capturebehavior and get feedback on new ideas.L

46、earn and iterate.Now its time to gather your data.Observe yourparticipants,interact with them and capture their experiences.Pitchyour ideas to the decision-makers and use images,videos and othervisuals to persuade them and guide decisions.Frequent engagementalong the way will ensure that your organi

47、zation feels vested inbelieving the results.Reflect and repeat.At the end of each sprint,you should have agood idea about what worked and where you need to pivot.You mayneed the ability to recontact participants so you can keep iteratingwithout creating a new study.Or you may want fresh sample toben

48、chmark your improvements.Adjust your research processaccordingly and refine your approach ahead of your next sprint.OKAY,LETS DO IT!4A GUIDE TO AGILE INSIGHTS/Now that youve got a solid idea about the workings of the agileresearch process,lets turn our attention toward the tools you need.In order to

49、 streamline the research process,you need tools that cankeep pace.Digsite can serve as your underlying agile researchplatform,with both qualitative and quantitative concept exploration andtesting capabilities and streamlined features like automated reportingthat can easily analyze data,visualize res

50、ults and quickly share keyquotes,photo or video responses.You may also want to use a Kanban-type platform like Trello to trackteam roles and statuses as your sprint progresses,a platform likeMURAL to manage designs and dedicated channels in a collaborativemessaging app like Slack to communicate in r

51、eal-time.With a thorough understanding of agile research and the right tools andpeople in place,its time to kick off your inaugural sprint.Once youredone,reflect on your experience,figure out how you can furtherimprove the process and move on to the next sprint.Remember,agile doesnt have to take muc

52、h time.Using Digsitesplatform,you can recruit research participants in as little as 24 hoursand go from question to collaboration to decision in half the time oftraditional research methods.You know your needs better than anyoneelse.Come up with a plan,be prepared to flex as you learn and youlldo ju

53、st fine.The next segment of our series is a study guide to keep handy as youpursue your first(and second and third)agile research projects.Its notonly a crash course that reviews the big beats from Part 1:Ready for aNew Approach and Part 2:Aiming for Success,but it includes our listof the 10 best ti

54、ps for launching a triumphant study using agilemethodologies with your team.Watch your inbox for our finalinstallment,Ready,Aim,Fire Part 3:Fire on All Cylinders.YOU CANT USE OLD TOOLS TO DO MODERN WORK.5A GUIDE TO AGILE INSIGHTS/PLAN YOUR FIRST SPRINT.TIME TO FIRE UP!Digsites collaborative platform

55、 enables agile teams to iteratebetween qualitative exploration and idea validation.WithDigsite,you get the flexibility you need to recruit your exacttarget audience and engage them in unique tasks to learn anditerate as you go.Our advanced reporting capabilities and automated dashboardmake it fast a

56、nd easy to report on your research.Your entireteam can see new insights in real time,making it easy to adjustyour research and quickly change directions so you can feelconfident youre always moving in the right direction.Does this sound like something you might need?Check out oursite and schedule a

57、demo to learn more.Wed love to hearwhat youre working on and find ways that Digsite can help.CONTACT USDIGSITE.COMPart 3:Fire on AllCylindersA GUIDE TO AGILEINSIGHTS FOR CONSUMERPRODUCT TEAMS Ready,Aim,FireA deeper understanding of what customers think.Its easier to designand build the best products

58、 if you arent guessing what your customerswant and why they want it.More frequent testing to inform more decisions.Thanks to the onlinenature of agile research technology,companies can test more concepts fortheir budget.Better insights in less time.Learn directly from your customers,implement feedba

59、ck and re-test updates in half the time it has traditionallytaken.In Part 1:Ready for a New Approach,we covered the foundations of agileresearch.When consumer product teams are guided by Digsites agileprinciples,their organizations benefit from:In Part 2:Aiming for Success,we laid out a guide to get

60、 your company on-board and ready for action,sharing tips on how to get stakeholder buy-in atyour organization.Market research sprints can be broken down into five steps:1.Form a collaborative team.2.Prioritize the focus.3.Design the research.4.Learn and iterate5.Reflect and repeat.MoreQualityEngagem

61、entMoreLearning andIterationMoreFocus onWhysMoreExperiments andExperiencesMoreFlexibleCollaborationLessQuantity ofResponsesLessStatic TestingLessMeasuring theWhatLessAsking Attitudesand BeliefsLess Go or No GoDecisionsONE STEP CLOSER.1A GUIDE TO AGILE INSIGHTS/Get deeper shopper understanding thatin

62、cludes packaging,shopper experienceand retailer insights.Your team has bought into the idea of agile and theyre ready to go.You wantto be iterative and have more flexibility.Now what?Rather than just talking hypothetically,this third and final segment of ourReady,Aim,Fire series gives you some real

63、examples of agile insightsinitiatives and how they helped the organization.Below we have examples of 4 different agile research initiatives and sometips on getting started.Next,pick an objective and get to work!FIRING UP2A GUIDE TO AGILE INSIGHTS/Agile marketingBetter understand consumer behaviorthr

64、ough researching customer experience,user experience and Jobs to be Done.Agile User experienceBuild better brand communication bytesting your targeting,messaging,advertising and web content.Agile shopper InsightsRapid development and iterationincluding ideation,concept testing,product testing and fi

65、eld trials.Agile innovationSpeed up your communication initiatives.These days,brands need to be refreshing their relationship with consumersconstantly.Modern insights technology can inject the consumers voice intobranding and positioning initiatives.Empower better team decisions by observing the rol

66、e that brands play inpeoples lives.Capturing photos,quotes and video can help them empathizewith consumers,build consensus and identify the gaps in how their brandsdeliver on consumer needs.As you build a hypothesis,compare messaging to see which captures theattention and interest of your primary ta

67、rget.Drill deeper into your targetsthoughts and feelings by engaging in online chat or by scheduling live videoconversations.Once you have your message objectives nailed,use Sprintcommunities for a quick,open-ended communication check-in to learn whatyour ads are communicating.Each response can be p

68、rivate,so you getunbiased feedback.Then,take it a step further with group discussions that break down themessaging and imagery to diagnose where you can improve.Engage to findany areas where communication might be misleading or create unintendedsocial backlash.Iterate as needed until you nail it.One

69、 advantage of aplatform like Digsite is that you can decide whether to grab a fresh audience orcontinue to iterate with your existing group.3A GUIDE TO AGILE INSIGHTS/Agile marketingBuild better brand communication by testing yourtargeting,messaging,advertising and web content.4A GUIDE TO AGILE INSI

70、GHTS/Example:Build and refine your concepts.Harrys mens care brand needed to update theirsegmentation and identify prime prospects forcontinued growth.Harrys used quick quant researchto identify the group of people they wanted to divedeeper with for innovation.They immediately movedinto profiling/po

71、sitioning work through qual effortsusing a combination of conversations,self-recordedvideos,concept feedback and video interviews.Theycollaboratively built a hypothesis and developedconcepts during their qualitative phase.Theirinnovative approach gave them 18 weeks of researchin only four weeks.Day4

72、Day3Day1Day2CategoryBehaviors Show&TellChoice Drivers Products&BrandNeeds&Wants Defining IdealPositioning Testing theWatersSegmentationConcept TestingHarrys Result:significantly faster without sacrificing quality.Improve in-store experiences.Whether planning,shopping or reflecting on past purchases,

73、you need tounderstand the shopping moments that matter to your customers.Moderated orunmoderated video capabilities capture how consumers interact with products,employees and technology while shopping.Uncover how your customers reallybehave,in-context and in-the-moment to identify their decision-mak

74、ingprocess and areas for improvement.Agile shopper InsightsGet deeper shopper understanding that includes packaging,shopper experience and retailer insights.5A GUIDE TO AGILE INSIGHTS/EXAMPLE:GAIN DEEPER SHOPPERUNDERSTANDING.Palermos Pizza was about to launch a new face for their“Primo”thin crust pi

75、zzas.They had the packaging design ready to go,but still needed some more consumer insights to refine the on-package communication.Theypresented various concepts to participants,asked follow-up questions and prioritized product claims.The ability toiterate with the same consumer base throughout thep

76、roject meant that no stone was left unturned Palermoswas confident that they had developed a packagingconcept that would be extremely well-received by theircustomers.More details here.“Digsite is the only tool that could accomplish access to geographic areas to getnational feedback in two weeks on a

77、 budget.We got what we were looking for.”-Director of Innovation and New Business Development,Palermos Pizza Keep a pulse on changing motivations by engaging verified participants toprovide their honest feedback.Uncover pain points during shopping orusage,and brainstorm potential improvements by ite

78、rating as you learn.Usingdesigned templates and discussion guides can help jump-start new researchstudies on the fly,so look for flexibility and customization in your platform ofchoice to efficiently meet your study objectives.Palermos packaging concept sprint Activity 1:Occasion SnapshotParticipant

79、s engaged in a whiteboard and survey activity to provide feedback on Palermos PrimoThin Crust Pizza.The activity was meant to gauge current feelings towards the product/brand.Activity 2:Feature PrioritizationIn a whiteboard activity,participants identified the icon that best represented their feelin

80、gs whenthey both purchased and consumed Palermos Pizza,then shared their reasoning in a follow-upgroup discussion.Activity 3&4:Packaging Concept FeedbackParticipants provided feedback on 30 different positioningstatements.Through follow-up discussions,Palermos was ableto narrow the top-performing st

81、atements down to 13,then to 5,then to 1.Activity 5:Packaging Concept Feedback Round 2The final activity explored the packaging design itself.Using awhiteboard activity,participants gave feedback on both theingredients layout and the iconic“crust-o-meter.”Example:avoid costly mistakes.Build better pr

82、oducts in less time.Innovation teams are feeling increased pressure to be consumer-centric in away that is faster,more in-depth,and better integrates with marketing andproduct feedback.The key to speeding up innovation is delivering quick butrobust and comprehensive insights among high-quality parti

83、cipants.From the fuzzy front end of new ideas to early concept creation,throughproduct development and market-ready solutions,you need an agile tool thatcan help you inform every decision along the way.Its essential to learnand validate throughout the entire innovation process.Surveys arent agile if

84、 youre left with more questions than answers.Captureexperiences,ask questions and get open-ended feedback on new or existingproducts with flexible qual+quant capabilities.Look for recontact capabilitiesso you can engage with participants over days or more to test ideas andevolve questions as you lea

85、rn.This iterative approach will help build buy-in tosolutions as you go.6A GUIDE TO AGILE INSIGHTS/Agile innovationRapid development and iteration including ideation,concepttesting,product testing and field trials.As Johnsonville was developing a new product line,they layered in-home video experienc

86、es andqualitative engagement to their early product testing.As a result,they determined that one of their productflavorings scored well but didnt deliver the emotionalbenefit they were shooting for.They were able toreplace that flavor for the upcoming release to delivera better concept-product fit,a

87、nd ultimately gainedstrong in-market traction.Survey#2About ParticipantProduct VideoSurvey#1Product Video7A GUIDE TO AGILE INSIGHTS/Positioning ExplorationJohnsonvilles Result:Better context for quantitative results.Johnsonville is now officially hooked on Digsite and will be using the platform lots

88、 more on similar projects in the future.-Senior Consumer Insights Manager,JohnsonvilleCreate more impactful experiences.Capturing and understanding consumer or customer experiences is a criticalpart of succeeding in the market.Whether you are looking to develop newsolutions or improve current produc

89、ts or services,your success depends onunderstanding and empathizing with consumers actions.Online experience research can open up a whole new world of understanding.With real-time information about your customers situation and behaviorsandmore importantly,the context thats influencing their choicesy

90、ourorganization can narrow in on new solutions faster and avoid wasting effortson less critical issues.In-the-moment video capture allows you to compare what participants saywith what they really do.Layer on live video interviews,photo sharing,imagemark-up and online conversations for a 360-degree v

91、iew of their actual andideal experiences.Drill deeper into emotions within a customers routine andbrand interactions and get to their true pain points.Follow up on participantresponses using one-on-one messages to probe and iterate with yourcustomers as you learn.8A GUIDE TO AGILE INSIGHTS/Better un

92、derstand consumer behavior through researchingcustomer experience,user experience and Jobs to be Done.Agile User experienceExample:Find the“why”behindthe“what.The Garage Group enabled their food and beverageclient to gain context,uncover pain points and buildempathy with their consumers as part of a

93、naccelerated process to build a 3-year new productpipeline.The Garage Group gathered a breadth ofartifacts of participants experiences usingphoto/video,and they built customized activities todefine the consumer problem,adding on liveinterviews to iterate on potential solutions.Theyenabled their clie

94、nt team to hear directly from theirtarget consumer and build a pipeline of innovativeideas in just one week.More details here.Day4Day3Day1Day2EntrepreneurialRules ofEngagement UncoverConsumer PainPoints Translate Pain Points intoJobs to be DoneCull down list of Jobs to be Done Align onBrand&Consumer

95、Criteria Plot&PrioritizeJobs to be DoneFinal plotting andprioritizing of Jobs to be Done Organize Jobs to be Doneinto StrategicDirections Build outCustom CanvasesIterate&RefineCanvasesalongsideconsumers Create VisualPrototypesfor each StrategicDirectionDay5Review Overnight QuantResults Prepare Pitch

96、 to Leadership andAlignthe garage groups result:five-day innovation sprints9A GUIDE TO AGILE INSIGHTS/With limited resources and tight budgets,an“on-demand”technology platformcan sound like a great solution.But what should you be looking for?Belowwe have broken down the core capabilities of agile re

97、search technology intofive categories and provided a quick checklist of the essentials for each.1.Quality SampleThe foundation of good research consists of qualified and articulateparticipants.Online qualitative often has better success than its in-personcounterpart in driving engagement and honest

98、responses.However,it isimportant to understand how your provider ensures quality participation.For example,Digsite uses a proprietary SocialFind panelan articulate,exclusive qualitative community built from active users on Facebook,LinkedInand Instagram.We also use a U.S.national representative pane

99、l of 1M+withour exclusive layer of automated,open-ended quality screening.Both samplesallow you to recontact participants so you can conduct a quick 10-minute studyand then follow up as needed.Keep in mind that the number of low-quality participants and“research farms”have expanded significantly ove

100、r the past few years.Make sure your surveylink prevents users from filling out multiple surveys until they qualify.Askscreening questions that make it hard to determine what key screening criteriaare,as well as help you disqualify people who select“fake”answers.Usesample providers that go beyond dig

101、ital fingerprinting to apply text analyticsthat checks open-ended answers for context and quality.Avoid marketplace samples where you cant verify fraudprevention policiesUse sample with 3rd party fraud detection and removal,including open-end quality verificationUse advanced screening questions to p

102、revent“fakers”fromqualifyingConsider sample you can recontact with follow-up questions,photos and videoGET THINGS DONE WITH THE RIGHTAGILE TECHNOLOGY PARTNER.10A GUIDE TO AGILE INSIGHTS/Your checklist:Surveys with the capability to rank and rate concepts withphotos/videoGroup discussion and sharing

103、of ideas/solutionsOne on one conversations with photo/video uploadMessaging for follow-up questionsFill-In-The Blank StorytellingImage mark-up for concept or webpage feedbackVoting for features/benefitsVideo responses for storytelling or ethnographic sharingScreen capture for digital experiencesLive

104、 video interviews for in-depth exploration or follow-up2.Multi-Modal EngagementThe ability to collect robust qualitative feedback in multiple formats allowsteams to learn as they build solutions.Having flexibility in qualitative researchmeans that you can change gears from day to day.This hybrid,qua

105、l-quantapproach has been used by organizations to gather rich learning and iteratewithout multiple research phases.In addition to open-ended feedback,platforms like Digsite offer structuredquestions,image mark-up and voting features to validate ideas as theyrebeing built.Get more context on problems

106、 and usage behavior quickly by usinggroup discussion and video sharing features.Understand the realemotional context and the“whys”through qualitative exploration to inform thenext days question.By using this approach,you arrive at solutions faster totake forward into development.11A GUIDE TO AGILE I

107、NSIGHTS/Your checklist:3.Qual+Quant FlexibilityThe latest agile technology allows you to talk to as few as five or up tohundreds of qualified consumers to get their initial feedback.The approachis faster and more flexible than in-person approaches,plus you can divedeeper with a group discussion,live

108、 interviews,concept mark-up withcomments or photo or video diary of their real experience.With leadingplatforms,you can also follow-up with individual messages or clarifyingquestions,so your team isnt stuck if they learn something unexpected.Online qualitative research platforms like Digsite also of

109、fer granular analysisthat can be scaled up for validation.This hybrid,qual-quant approach hasbeen used by organizations to gather rich learning and iterate withoutmultiple research phases.The combination of a robust tech platform and ourresearch experts allows teams to stay out of the weeds of resea

110、rch logisticswhile seeing robust results and making faster decisions.12A GUIDE TO AGILE INSIGHTS/Scale from five responses to hundredsUse pre-structured templates you can customizeAbility to probe deeper into quant responses Pin open-end responsesCreate segments and run automated comparisons with st

111、at testingCompare and stat test 2+concepts automaticallyAutomated dashboard reporting you can download to PPTAbility to run iterative(days,weeks or more)Your checklist:TestSurrogateExperienceLearnBenefitsTestConceptPackagingLearnClaimsTestColorConceptsLearnPositioningTestB&W ConceptsLearnFeaturesTes

112、tProductConceptsLearnFitDEVELOPMENT PROCESSTestAd ConceptsLearnImagery4.Expert ServicesHaving a partner that can flex between completely DIY usage to full-serviceofferings means that your team has more agility when they are strapped fortime.An all-in-one on-demand”service platform can help you use o

113、nly theservices you need,when you need them.Get assistance with design,qualitative moderation,analysis and reporting to build efficiencies and get theright mix of qualitative exploration and quantitative validation.5.Subscriptions With limited time and bandwidth,subscriptions can offer huge reductio

114、ns intime and effort(relative to full-service agencies).Not only do you alreadyhave pricing pre-negotiated,but you also have a team in place who knows yourbusiness and can support you on-demand.Some tech companies require largesubscriptions without you ever having direct access or experience with th

115、eplatform.Free trials sound great but are only relevant if your projects are100%DIY.Look for technology partners that maximize the flexibility in howyou can access and use the platform.Seek pilots where you can get a senseof both the product and services that the technology provider offers as well a

116、sassess the volume of usage you might need each year.Ability to launch a study same-day and rapidly recruit Live chat and email support for DIY set-upSupport for studies including set-up,recruiting and studymanagementExpert consulting services including design,moderation,analysis and reportingBest p

117、ractice support including regular trainings andretrospectives on research Your checklist:Ability to run pilot studies to test out the platform and approachProven efficiencies for subscription vs project-based researchClear understanding of the team that will support you and thelevel of training,serv

118、ice and support you will receiveYour checklist:Reduced the overalltesting cost peridea by almost 85%,in addition tocutting theirconcept testingtime in half.Delivered 4 monthsof iterative researchin just 4 weeks,while still capturingrich insights throughgroupconversations,photos andparticipantsshavin

119、g videos.Conducted 10Xmore in-depthinterviews for theirbudget andreduced researchtime by 50%.Found criticalissues through in-home tests thatwere not detectedvia lab testing,saving anestimated$2.5million in warrantyclaims.Success can mean different things to different teams.Some companies findthey ar

120、e doing much less research than the company needs and sees theprimary benefit as more informed decisions.Others who view their researchprocesses being too slow see success as faster results.And in some cases,companies have tried other low-cost or DIY tools and are looking to delivermore capabilities

121、.Ultimately,most teams are looking for better,morecustomized research that is still efficient and economical.Here are a few examples of the ROI that Digsite customers have shared toprove the value of their transition to agile insights.14A GUIDE TO AGILE INSIGHTS/SHOWCASE THE BENEFITS TO YOUR COMPANY

122、.While overcoming the challenges of agile research is always a work inprogress,it certainly helps if you have a technology partner with expertise indelivering agility.Researchers familiar with agile methods can speak fromexperience,and leaders in the field know how to keep these common pitfalls atba

123、y.Advanced agile research platforms dont just offer the tech you need,butthey also have an understanding of how client organizations work and whatyou need to succeed when implementing research.Whether youre a leader of a large team or a member of a small team,havingan additional layer of expert supp

124、ort saves invaluable time.The combinationof a robust tech platform and our research experts allows teams to feelconfident about results even when they dont have time to be in of the weedsof research logistics.Finding a research partner whos like-minded andencourages agility is crucial.Qualitative re

125、search is essential to solving socially-intricate businesschallenges,involving changing behaviors and subtle interdependencies.We allknow that conducting research takes expert care,particularly when you needto move faster while dealing with limited team bandwidth and budget.We have seen firsthand th

126、at it is possible to get more with limited timelinesand budgets.Whats important is the ability to build flexibility into yourprocess and keep learning.In order to make the best of your research,remember to try new things and build on them to get better as you learn.We take pride in our work and unde

127、rstand that it takes more than an algorithmto come up with meaningful insights and recommendations for a team.Check out our site here.watch our 2-minute explainer video or Schedule a demo.Lets do great things together.15A GUIDE TO AGILE INSIGHTS/FIND A TRUE PARTNER.LIGHT YOUR FIRE.Digsites collabora

128、tive platform enables agile teams to iteratebetween qualitative exploration and idea validation.With Digsite,you get the flexibility you need to recruit your exact target audienceand engage them in unique tasks to learn and iterate as you go.Our advanced reporting capabilities and automated dashboar

129、dmake it fast and easy to report on your research.Your entire teamcan see new insights in real time,making it easy to adjust yourresearch and quickly change directions so you can feel confidentyoure always moving in the right direction.Does this sound like something you might need?Check out our siteand schedule a demo to learn more.Wed love to hear what youreworking on and find ways that Digsite can help.CONTACT USDIGSITE.COM