0
Matt Warta
Co-Founder & CEO
@GutCheckIt
Researching Like It's the 1990's?
Get Agile and Leap to 2013.
Brad White
Partner
@...
Welcome
• This session will be recorded
– Link to recording will be stored on GutCheck and
Greenbook websites and a link w...
Only 11%
Use Customer
Feedback To
Make Business
Decisions.
What Are They Using Instead?
Intuition & Experience
Internal Conversations
One-on-One Conversations
Why is Research Not Used More
Often?
• Insights from specific consumers in days (vs. weeks)
• Generate 3 – 5x the feedback of a typical research project for
th...
How Do I Use Agile Research?
CONSUMER
EXPLORATION
3rd PARTY
VALIDATION
ON-DEMAND
INSIGHTS
(A FEW DAYS)
PRODUCT OR
MARKETIN...
Agile Research Case
Studies
Business Context:
Highly publicized story challenging core
marketing claim of quick-service restaurant
chain made its way ...
Oh _ _ _ _!
A consumer is
challenging a core
claim on Facebook!
…and now it’s on
the evening
news…with pics!
What do we do...
Results:
Vast majority of consumers exhibited same
sentiment / intent to visit and did not spread
story. Small number were...
Business Challenge:
Study 2: Household Products Manufacturer
Develop, refine, and pick a set of new product
concepts for l...
Refine, and pick a
set of new product
concepts for liquid
dish soap.
Develop options for
consumer
interaction on:
- Produc...
Concept Refinement:
Study 2: Household Products Manufacturer
• Does the insight resonate?
• Are the benefits compelling an...
Findings resulted in
strong pipeline:
• Bundles evolved and improved
substantially throughout
• Provided insight-driven
re...
18
Time-Critical Questions
• Answer burning questions /
respond to crises
• Insights in few days
• 60 – 80% more affordabl...
Question & Answer Session
Thank You!
@GutCheckit
Matt Warta, Co-Founder & CEO
matt@gutcheckit.com
(303) 877-8684
@ProphetBrand
Brad White, Partner
b...
Researching Like It’s the 1990’s? Get Agile and Leap to 2013
Researching Like It’s the 1990’s? Get Agile and Leap to 2013
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Researching Like It’s the 1990’s? Get Agile and Leap to 2013

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  • Fits with what they’re doing today – norms, scripts, questions, approaches“Go to the gym more often”
  • Fits with what they’re doing today – norms, scripts, questions, approaches“Go to the gym more often”
  • Fits with what they’re doing today – norms, scripts, questions, approaches“Go to the gym more often”
  • Fits with what they’re doing today – norms, scripts, questions, approaches“Go to the gym more often”
  • The reason why we get out of bed everyday is to drive the use of data from only 11% of customer-facing decisions to two to threes times that number which means that researchers are in the game more often…something to this effect.MISSION: Make quality consumer feedback substantially more accessible to marketing and research professionals increasing the use of consumer feedback from 11% to 20% of business decisions.MARKET POSITION: GutCheck is an on-demand research community platform that provides real-time insights from specific customers with quality that is equivalent to traditional online communities. Unlike these offerings that can challenge timelines and budgets, GutCheck delivers relevant feedback in days instead of weeks and 3 – 5x more research for the same budget.WHY GUTCHECK: Automated recruitment. This technology significantly drives down the time and cost of conducting research allowing an agile, iterative approach to gaining insights while maintaining quality that is equivalent to traditional online communities.
  • Transcript of "Researching Like It’s the 1990’s? Get Agile and Leap to 2013"

    1. 1. Matt Warta Co-Founder & CEO @GutCheckIt Researching Like It's the 1990's? Get Agile and Leap to 2013. Brad White Partner @ProphetBrand
    2. 2. Welcome • This session will be recorded – Link to recording will be stored on GutCheck and Greenbook websites and a link will be sent to all who registered. • Presentation time will be kept to ~30 minutes • Submit your questions during the webinar – We’ll leave about 15 minutes at the end to answer them
    3. 3. Only 11% Use Customer Feedback To Make Business Decisions.
    4. 4. What Are They Using Instead? Intuition & Experience Internal Conversations One-on-One Conversations
    5. 5. Why is Research Not Used More Often?
    6. 6. • Insights from specific consumers in days (vs. weeks) • Generate 3 – 5x the feedback of a typical research project for the same budget • Funnel and refine multiple concepts to improve likelihood of success in the marketplace On-Demand Quant / Qual Enable a Holistic Agile Research Methodology
    7. 7. How Do I Use Agile Research? CONSUMER EXPLORATION 3rd PARTY VALIDATION ON-DEMAND INSIGHTS (A FEW DAYS) PRODUCT OR MARKETING INITIATIVE TIME-CRITICAL QUESTIONS LEARN (IMMEDIATELY) TEST & REFINE CONCEPTS (ABOUT 1 WEEK) AGILE CONCEPT OPTIMIZATION AGILE RESPONSE OPTIMIZATION
    8. 8. Agile Research Case Studies
    9. 9. Business Context: Highly publicized story challenging core marketing claim of quick-service restaurant chain made its way through traditional and social media. Study 1: Quick Service Restaurant Chain Business Question: What is consumer awareness level & trends and how do we maintain loyalty?
    10. 10. Oh _ _ _ _! A consumer is challenging a core claim on Facebook! …and now it’s on the evening news…with pics! What do we do?! Trusted partner to collaborate on solution Key questions: - Awareness level? - Sentiment? - What do we do about it? - How much do we do? Not sure what we’re going to find out…good thing we can quickly adapt and flex our research as needed. Iterations 1 & 2: - Awareness tracking - Sentiment exploration - Response ideation - n = 200 qual / 1000 quant Iterations 3 & 4: - Response creative testing & optimization - n = 200 qual / 1000 quant Iteration 5: - Final response testing - n = 100 qual / 1000 quant Study 1: Quick Service Restaurant Chain BUSINESS CHALLENGE STUDY DESIGN ON-DEMAND INSIGHTS
    11. 11. Results: Vast majority of consumers exhibited same sentiment / intent to visit and did not spread story. Small number were affected negatively prompting placement of in-store displays. • 5 unplanned studies in 3 weeks (n > 5,000) • Tracking data was very reliable giving client high confidence in insights and actions taken and not taken • Creative response changed significantly through iterations; consumer feedback = mash-up of original concepts GutCheck/Google combo was really the only viable solution: Study 1: Quick Service Restaurant Chain
    12. 12. Business Challenge: Study 2: Household Products Manufacturer Develop, refine, and pick a set of new product concepts for liquid dish soap. Gauge consumer response to and understanding of key aspects of 10 different product concepts including naming, packaging, fragrance, and claims. Research Objective:
    13. 13. Refine, and pick a set of new product concepts for liquid dish soap. Develop options for consumer interaction on: - Product name - Package design (bottle, label, liq uid color) - Fragrance - Lead claim - Secondary claims Iteration 1: - Concept language and core ides - n = 40 qualitative IDIs Iteration 2: - Packaging and fragrance alignment to concepts - n = 40 qualitative IDIs Iteration 3: - Insights, benefits, names and claims - n = 40 qualitative IDIs / 600 quantitative Iteration 4: - Final integrated bundles including packaging structure and design, name, claims, concept - n = 30 qualitative IDIs / 1200 quantitative Study 2: Household Products Manufacturer PRODUCT INITAITIVE STUDY DESIGN TEST & REFINE VALIDATION
    14. 14. Concept Refinement: Study 2: Household Products Manufacturer • Does the insight resonate? • Are the benefits compelling and differentiated? • Is it believable? • Language likes/dislikes? Sample Output:
    15. 15. Findings resulted in strong pipeline: • Bundles evolved and improved substantially throughout • Provided insight-driven recommendations to the packaging firm, fragrance houses and internal research department. • Process resulted in 2 “home- runs” that exceeded action standards and were launched in the market Study 2: Household Product Manufacturer Speed Control Value
    16. 16. 18 Time-Critical Questions • Answer burning questions / respond to crises • Insights in few days • 60 – 80% more affordable than an in-person research project • Equivalent quality to traditional research communities Product and Marketing Initiatives • Funnel and refine concepts to improve likelihood of success • Multiple concepts tested / refined in about a week • 3 – 5x the sample of traditional methods for the same budget • Equivalent to or better quality than traditional research communities The Value of an Agile Research Approach
    17. 17. Question & Answer Session
    18. 18. Thank You! @GutCheckit Matt Warta, Co-Founder & CEO matt@gutcheckit.com (303) 877-8684 @ProphetBrand Brad White, Partner bwhite@prophet.com (404) 432-5572 Join the ‘Agile Market Research’ group on LinkedIn
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