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Budget is the #1 issue impacting research data collection today (Source: GRIT Report). The squeeze will only get more severe as the pace of decision-making continues to outrun growth in budgets. So what are most researchers left to do? In many cases, nothing. And this leaves brands at risk in moving forward on new product, messaging, and advertising without critical insights from their consumers. There is a better way: the Agile Research Methodology. Leveraging on-demand tools, Agile Research is a pragmatic, iterative approach that optimizes insights collected over a few days yielding faster, better decisions. Learn how Agile Research has evolved as a winning alternative, delivering actionable insights that are: High quality (because each iteration informs the next) Quick (in a few days) Affordable (a fraction of the cost of traditional methodologies) Matt Warta, CEO of GutCheck, and Lisa O'Connor, Lead Online Research Strategist of Gutcheck.
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Agile Market Research: More Insights in Less Time
Matt Warta
CEO & Co-Founder
@GutCheckit
Lisa O’Connor
Lead Online Research Strategist
@GutCheckit
• This session will be recorded and stored on GutCheck’s web site (www.gutcheckit.com); a link will be sent to registrants.
• Presentation time will be kept to ~30 minutes reserving ~15 minutes for Q&A.
• Submit your questions as they pop into your head and we’ll answer them during and after the webinar.
Welcome
11%
How Research Works Today: Ideation
How Research Works Today: Screening
How Research Works Today: Refinement
How Research Works Today: Validation
Where We Rely on Too Much Experience and Intuition
Screening
CONSEQUENCES
• Truly great concepts are eliminated
• Good concepts don’t always standout
• Wasted effort and rework
Refinement
Why? Existing Methodologies are Too Limiting
Specific, BUTSlow & Expensive
Faster, BUTBlunt &
ExpensiveCustom Online CommunitiesTraditional Methods
Agile Market Research
• A pragmatic, iterative approach to meeting a research objective enabled by on-demand tools
• Enables you to quickly focus on winners and kill weaker ideas
• Fast, actionable, and budget friendly
Fastest, Most Specific, AND
Most Affordable
Benefits of Agile in Software Development
Faster Time to Market – 50% with enabling technology
Efficiency – 25% higher productivity with enabling technology
Quality – Parity despite significant time compression
Source: QSM Associates
Agile Research: Highly Specific
Agile Research: Minimizes Bias Leading to Better Specificity
Clean Dirty
Agile Research: On-Demand Techniques Enable More Insights in Less Time
Custom Community Concept ResearchCustom Community Concept Research
Agile Research: On-Demand Techniques Enable More Insights in Less Time
Agile Concept OptimizationAgile Concept Optimization
$350K
Goal of Concept Testing: Effectiveness
Look for strengths to emphasize and signs of weakness that can be fixed pre-launch
Concept Optimization involves understanding:
• Target Audience
• Accepted Consumer Belief
• Differentiating Benefit
• Reasons to Believe
Main Idea: Imagine you wanted to describe this idea to a friend. In the space provided, please type the words that you would use to describe this idea as precisely as possible to a friend.
Uniqueness: Compared to other products in this category, how unique would you say this product is? Please explain the attributes of this product conveyed in/on the idea that you believe make it distinct from other products.
Clarity: What questions come to mind about the product when you see this idea? I’m trying to understand if there is anything that seems confusing upon first glance.
Appeal: Thinking back on the main idea that you articulated in describing the product to your friend, how appealing is this product to you personally? In your response, I am looking for some details about what makes the product appealing to you personally.
Reality Check: What’s Required
Opportunity to Iterate
Specific Audience On-Demand Tools
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Case Study: Hair Care Manufacturer
Business Context:Client had identified a white space opportunity for
introducing salon-style straightening treatments into the mainstream.
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Concept Testing Problem
• Existing Community for the base product’s target audience, BUT new product is intended for different audience
• Tight deadline, waiting on creative• Fifteen concepts to screen• Identify winning concepts to go into BASES
What to Use?
Agile Concept Screen: Iteration 1
Purchase Interest Appeal Relevant Unique & Different
Concept 1 86% 96% 92% 98%
Concept 2 74% 86% 78% 86%
Concept 3 72% 88% 80% 90%
Concept 4 68% 84% 82% 94%
Concept 5 66% 86% 80% 76%
Concept 6 66% 80% 80% 76%
Concept 7 66% 80% 78% 80%
Concept 8 66% 76% 76% 90%
Concept 9 66% 74% 68% 76%
Concept 10 64% 78% 68% 70%
Concept 11 64% 76% 76% 92%
Concept 12 64% 76% 76% 80%
Concept 13 64% 74% 70% 90%
Concept 14 64% 72% 68% 92%
Concept 15 62% 72% 74% 94%
Monday Tuesday Wednesday Thursday Friday
Directional Quant Screen
25
Agile Concept Refinement: Iteration 2
Opinion
Opinion
Opinion
n = 30
✗ Concept 1: Remove
✓ Concept 2: Refine
✓ Concept 3: Refine
✗ Concept 4: Remove
✓ Concept 5: Combine w/ 6
✗ Concept 6: Remove
Monday Tuesday Wednesday Thursday Friday
Iteration 1: Real-time Quant (n = 200) Iteration 2: On-Demand Community (n = 60)
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Agile Concept Optimization
CONCEPT 2(Before Refinement)
For sleek, straight hair, Brand is the salon formula that delivers powerful Keratin straighteners at home because only Brand brings safe use and lasting results to the comfort of your home.
CONCEPT 2(After Iterations 1 &
2)
For salon-smooth hair that lasts, Brand is the at-home formula that leaves hair frizz-free but never limp because only Brand delivers ultra-light natural straighteners in a gentle formula.
Thank You!
@[email protected]@gutcheckit.com(877) 990 - 8111
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