Creating an Agile Market Research

Process

Presented by Jacob Brown

Traditionally, Market Research and New Product Development

have collaborated on the creation of new products and services.

But in many organizations, the Research and Dev groups have

gotten out of sync. And the traditional process has become less

and less effective.

The fault lies in trying to apply a 20th century solution to a 21st

century problem.

This product development model was created for the stately

pace of the Consumer Packaged Goods world of the 1960’s.

But, today’s Dev cycles have gotten a little faster.

To manage these faster cycles, organizations are moving from a

traditional Waterfall process - to an Agile development model.

But, most research groups are still working from a Waterfall

playbook.

As a result, Product Development can feel that Research is out of

sync with the Sprint Cycle. Or worse, slowing down the process.

The solution lies in creating an Agile Market Research Process.

Characteristics of Agile Research:

Fewer questions

Frequent events

Flexible scheduling

Focused research audience

Facilitate DIY research

Fewer Questions

Traditional Research

Lots of questions – packs it all

in.

Agile Research

Focuses on a few specific

questions the Scrum needs to

understand in order to move

forward for the next Sprint.

Frequent Events

Traditional Research

Occasional research studies – big

ticket items.

Agile Research

Frequent low cost sorties into the

marketplace.

Flexible Schedule

Traditional research

The structure of traditional research

creates a rigid project schedule with

long lead times.

Agile Research

Ready when you need it.

Focused Target

Traditional Research

Casts a wide net – looks under

every rock.

Agile Research

Focuses on the Prime Target:

The most enabled – engaged

and excited by your product.

If you can’t attract them – what

hope do you have of selling the

less engaged.

Once you’ve solved for the prime

target – then you expand the

scope.

Facilitate DIY Research

Traditional Research

Research talks to the target –

Product Development stays

behind the mirror.

Agile Research

Research Group supports Scrum

Team Members talking directly

with the customer/target.

Integrating a Research “Spike” into the Sprint Cycle

Each Scrum will make it’s own decision on when/how to interface

with the research group. But our experience suggests:

Planning the Research Process: Story Time/Product Backlog Grooming are good

times to identify research needs What does the team need to know to better

define the User Stories in the Product Backlog?

Presenting Research Findings: Sprint Planning is a good time to present the

research in time for those User Stories to move into the Sprint Cycle.

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An Example of an Agile Research Program

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A three part research program

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1: Foundational Research

2: Sprint Research

3: DIY Research

Foundational Research

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• Focus groups

• Individual interviews

• Online surveys

Methodology

• Strategic research issues

• Broad market investigation

• Overall response to the core concept and/or most recent build

• Messaging and positioning strategy

Objectives

• One study per quarter

Timing

Sprint Research

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• Typically, short and highly focused one-on-one interviews

• Interviews may be conducted in-person or online

Methodology

• Answer immediate information the Scrum needs to move the product backlog forward – examples might include:

• Validate User Stories

• Expand User Stories

• Identify feature value

• Resolve UX questions

Objectives

• Approximately every 2– 4 weeks depending on the team’s Sprint Cycle and information needs

Timing

DIY Research

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• Mozaic trains Scrum team to conduct DIY interviews

• Mozaic supports Scrum’s DIY research planning needs

Methodology

• Help the product team get “out of the building” and in direct contact with the “Customer”

Objectives

• 3 – 4 times per quarter

Timing

An example of an Agile Research calendar

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Week Foundational Sprint DIY

1 Sprint Research

2 DIY Research

3

4 Sprint Research

5 DIY Research

6 Foundational

Research

7 Sprint Research

8 DIY Research

9 Sprint Research

10 DIY Research

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12 Sprint Research

A few slides on the Mozaic Group

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Qualitative Research

Capabilities Naming and

Ideation

Message

Validation

Positioning

Brand

Imagery

Qualitative

Studies

Product

Innovation

Value

Proposition

Experience built through

thousands of groups and

IDIs.

Deep experience

working with many

different markets and

industries.

Meticulous project

management.

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Online Research

Capabilities Online

Diaries

Video

Groups

Online

Usability

Mobile

Research

Online Methodologies

Virtual Shelf

Space

Interactive

Package

Design

Immediate consumer

insight in the store or

home – not in a research

facility.

Research without

geographic barriers.

Methodologies in tune

with how consumers

communicate.

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Quantitative Research

Capabilities Message

Testing

Market

Sizing

Brand

Equity

Market

Demand

Quantitative

Studies

Pricing

Satisfaction Advanced multivariate

techniques.

The cutting edge data

collection methods.

Powerful market

segmentation and

pricing models.

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Global Research

Capabilities In-Person

Qualitative

Multi-

Language

Surveys

Emerging

Markets

Europe

and Asia

International

Studies

Remote

Qualitative

Premier

Local

Partners

Research on six

continents and in over

30 countries.

A single point of contact

for your global project.

Premier local partners

anywhere in the world.

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Boomers & Seniors

Teens and Tweens

Retail Enterprise Technology

Financial Services Consumer Technology

Some of the markets we serve

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A Few of Our Clients