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AGILE MARKET RESEARCH 2.0:
February 18, 2015
QUICK CONSUMER READ
YOUR PRESENTERS FOR TODAY
Matt Warta CEO & Co-Founder
GutCheck
James Armstrong Senior Strategy & Market
Intelligence Manager at Philips Consumer Lifestyle
@mwarta
AGILE MARKET RESEARCH EVOLUTION -‐ BEFORE
AGILE MARKET RESEARCH 2012
“WHAT IS THE INTERNET?”
AGILE MARKET RESEARCH EVOLUTION -‐ NOW
AGILE MARKET RESEARCH 2015 = QUICK CONSUMER READS
THE RESEARCH HAPPY PATH
PROJECT LAUNCH
Aligned around a small set of breakthrough ideas
Benefits and reason to believe are crystal clear
Project remains on \me and on budget
Passes valida\on test on first a]empt
THE REALITY
In market performance isn’t quite what was projected
Senior execu\ve has an idea
Concepts don’t pass valida\on and can’t understand why
PROJECT LAUNCH
THE QUICK CONSUMER READ
QUICK
CONSUMER
READ
YES, IT IS QUICK
OR
CONSUMER READ
“Ma], Sorry I couldn’t get back to you, but I was in a mee6ng. And now, I am in a post mee6ng mee6ng.”
-‐-‐ Fortune 2000 Consumer Insights Manager
On-‐Demand Recruitment Engine Real-‐<me recrui<ng of specific segments
12+ Million Consumers Worldwide from online global panel providers
The GutCheck Placorm
Read
On-Demand Recruitment Engine Instant recruiting of specific segments
Quick
International Online Research Experts focused on quick, efficient results
Instant Qualitative Real Time Quantitative Concept Copy Exploratory iHUTs Packaging Shopper Insights
Consumer
11
PHILIPS CASE STUDY
What web portal offerings and formats will drive the target audience to the web portal and keep them coming back?
1. Explore target audience’s engagement online for needs, including products used and frequency 2. Explore how they gather relevant information online 3. Understand current and ideal reasons to go online for information
KEY QUESTION
RESEARCH OBJECTIVES
Confidence and
Valida7on to Move
Forward
2 Specific Sub-‐groups Targeted
Exploratory Idea7on Capture Insights
47 Respondents
QUAL
8 DAYS
GUTCHECK’S ITERATIVE APPROACH IN ACTION
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“GutCheck gave us the quick read we needed to improve the web portal and
better attract our target audience”
Willard van der Leest – Digital Marketing Manager OHC Professional, Philips
THE RESULTS
One Stop Shop (Hypermarket)
KEY LEARNINGS
“I keep GutCheck in my back pocket for this type of research. It’s a nice to have in my
armory when I don’t have the budget or time for detailed research”
James Armstrong – Senior Strategy & Market
Intelligence Manager, Philips
Segmentation (Bakery Dept.)
Professional Certification (High End Bakery)
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SUMMARY SLIDE
• GutCheck provides quick answers to questions for projects that are both scheduled (on the happy path) and un-planned (those WTF moments)
Agile Market Research Gives You The Quick Read Needed to Move Forward
• Combining the speed of technology with a flexible team of researchers who can design and execute
A Quick Consumer Read is Much More Than Just Data Acquisition
• Issue is more acute with multi-country teams • Quick reads are handy when you can’t afford to conduct research in every validation market • Need capability that can help with cultural nuance
Fortune 2000 Clients Require a Global Consumer Read
