Tag Archives: Agile

5 Ways Traditional Market Researchers Can Stay Relevant

By: Amanda Ciccatelli,
Content Marketing & Social Media Strategist, Informa
Insights have become a vehicle for influencing marketing and
ultimately, the world. That’s why we asked Adam Coleman, Director, Consumer and
Market Research, Microsoft, for his advice to traditional researchers on
staying relevant in the changing market research and consumer insights space.
Here is his advice:
1.      
Experiment.
Experiment with new approaches to solving problems ‘ use the 70/20/10 model
to look at your budgets and spend at least 10% of dollars (if you can) on
trialing side by side tests.
2.      
Use
Multiple Data Sources.
Ensure you are using (or assessing) multiple data
sources which may require you to ‘up’ your collaboration skills with teams you
may not previously have thought you’d need to work with. Particularly as Social
Intelligence and Behavioral data come to the fore.
3.      
Get
Experience.
Get experience to get comfortable with these new types of data
sources so you have at least an educated understanding of them and their
limitations/advantages – don’t get left behind.
4.      
Pay
Attention to Innovation.
Don’t jump to use the first new shiny approach you
see! There is so much innovation going on that a new firm, or one of the bigger
firms with Innovation at the center, may have a better solution. Increase your
networking with industry peers, or meet with other non-competitive firms who
you can share new thinking with.
5.      
Don’t
Forget the Core Principles of Research.
Don’t get away from what are core
principles of research, whatever the data or information formats ‘ Continue to
ask yourself these types of questions: Do we have research learning or are
there secondary sources that can already answer the question? Is it
representative of the audience, market, or other requirement? What level of
confidence do we need to answer the question ‘ hence, can we assess the
significance to the level we need? Does it truly answer the business question
at hand?
‘The world of product development and marketing has simply sped
up in almost all industries,’ Coleman explained. ‘There are more choices for
customers every day, and more and more smaller competitors coming into markets
they were not in before. Keeping ahead of the competitive threats and
responding quickly requires even more agility without losing the appropriate
research quality needed to help guide decisions.’

Research Teams Must Be Bold, Agile and Embrace Change in the Digital Age

Is your research operations team ready for the new face of consumer insights? Today, it’s key
for research teams to remain relevant in the midst of changing digital age and
be able to create a roadmap to success to stay relevant.
Ryan Shell, founder & CEO, The Home T, knows this
better than anyone. He sat down with us in an exclusive interview to shed some
light on how research teams are changing in the digital age and why it’s
important to be agile.
How are research
operations teams changing in the digital age?

I may be one of the few people in the United States that
didn’t watch Mad Men when it was on TV, but I recently started binge watching
it on Netflix. While watching the first few seasons I couldn’t help but notice
that some of the research techniques that were done “back in the day”
are still present in today’s environment.
Things such as focus groups surely serve their purpose,
especially for making billings higher and giving a client something flashy to
see, but there are so many digital tools at our disposal to drastically
increase the research lifecycle. The faster we obtain research to enable
strategic decisions to be made the faster we have an opportunity to positively
impact revenue and performance.

Research operations teams in the digital age are faster,
leaner and smarter. And I might also add that they are bolder when it comes to
decision making.
Why is it important
to be an agile market researcher today?

Agile market research can at times be hard for traditional
researchers to get on board with. The train moves at a fast pace and it can
change tracks with ease. 
While this may not have been how things occurred during the
Mad Men era, it’s a required pivot based on today’s consumers buying behavior.
They simply don’t wait months for you to make a decision or to get something
right. 
Want to hear more from Ryan? Hear his presentation ‘I Didn’t Get Eaten
by the Sharks’ at TMRE in Focus: The New Face of Consumer Insights later this
month.

From the producers of TMRE: The Market Research Event, The New Face of
Consumer Insights explores how companies are redefining their structures,
processes, skillsets and team composition to ensure future relevance in this
fast changing environment. To learn more about the conference and to
register, click here: http://bit.ly/1Uwdpxk

Live from #TMRE14: How Adobe Streamlines Research for Disruptive Innovation

Dr. Sam Lindsey
Adobe’s Dr. Sam Lindsey, Research Manager, Market Insights, gave us an
in-depth tour of how research at Adobe is being adapted and made scalable to
suit the demands of the innovation process. 
Specifically, Lindsey works on
disruptive’as opposed to incremental’innovation.
Lindsey noted that innovation leaders tend to view research like a
luxury cruise ship’slow, cumbersome, extravagant’a vessel decidedly ill-suited
for the sort of highly uncertain terrain germane to the disruptive innovation
process.
He’s been working to change that perception with a speedboat
variation that dramatically cuts costs and reduces the average research window from 3-5
months down to 1-2 weeks. It entails:
-          Narrow,
hypothesis-based studies
-          New
samples (crowdsourced panels)
-          New
tools (ex. UserTesting.com)

Adobe is
training non-research employees to conduct their own research.

Among the more controversial elements of the presentation, Lindsey
discussed how Adobe is equipping its non-research employees to conduct their own research, themselves.

This includes a host of educational resources’best practices,
sample scripts, how-to’s, guides and tips’imparting the essentials from
drafting a recruit email to interviewing.
Lindsey and Adobe’s other research jocks advise on method, sample,
design and confidence in findings as needed.
‘The demand for this sort of research is too high for [our researchers]
to meet,’ said Lindsey, who anticipated some audience members might question
the wisdom of building an internal DIY army. 
‘They’re going to do research,
either way, so why not help them do it reasonably well’?

ABOUT THE AUTHOR
Marc Dresner is IIR USA’s sr. editor and special communication project lead. He is the former executive editor of Research Business Report, a confidential newsletter for the marketing research and consumer insights industry. He may be reached at mdresner@iirusa.com. Follow him @mdrezz.

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