Digsite Webinar: How to Create an Effective Agile Insights Team 11/1/18

1. How to Create an Effective
Agile Insights Team

2. About Digsite
Digsite Sprints SocialFind SmartReporting
Smarter,
Faster
Qualitative
Research

3. Your Speaker
Monika Wingate
CEO and Co-Founder of Digsite

4. Agenda
What agile means for insights teams
How to structure your team to be more agile
Which tools/resources can help you apply agile principles

5. Agile Principles for Insights Teams
Small
Experiments
Large scale
research
Measure
Context &
Experiences
Asking attitudes
and usages
Focus on
“Why’s”
Measuring the
what
Iterative
Testing
Rigid surveys
Collaborative
Decisions
Go/no-go
recommendations
LESS
MORE

6. Get to Solutions Sooner
Source: https://medium.com/@awilkinson/skateboard-bike-car-6bec841ed96e
Situation Analysis Launch
User Stories Launch

7. What does agile marketing look like?
Develop
Prototype
Learn
Agile Development Process
2-4 weeks
Concept w/
benefits
Concept w/
Benefit +
Claims +
packaging
Ad Campaign
Concepts
User Stories Concept w/
Benefit +
Claims
Initial Ad
Concepts

8. How is this different from established processes?
Source: https://www.smartsheet.com/strategic-marketing-processes-and-planning

9. What are the roadblocks for implementing agile?
• Internal team change management
• Cross functional team alignment
People won’t believe the
research unless it’s
quantitative
They should have come
to us a month ago
We have always done focus
groups in the past and
they’ve worked

10. What are the roadblocks for implementing agile?
• Handling more small projects
• Building more flexibility into processes
It takes a month just to
get a PO
Quality research takes
6-8 weeks
I don’t have time to find out
what everyone is doing

11. Tools and Processes Needed
Kanban Tools
Agile Qualitative Tools
Retrospectives
Design Sprints
Whiteboarding Tools
Daily Stand-ups
Collaboration Tools
User Stories
Calendar Tools
Cross-Functional
Team
Internal
Team
Flexibility
Standardization

12. Processes

13. Design Sprints
Source: https://blog.mural.co/remote-design-sprints-cant-work-can-they

14. Benefits of Design Sprints
Source: https://www.designsprintpro.com/training/

15. User Stories
As a < type of person>,
when I <job to be done>,
I want < some goal >
so that < some reason >.
Source: https://www.mountaingoatsoftware.com/agile/user-stories
Source: https://hbr.org/2016/09/know-your-customers-jobs-to-be-done
• Brainstorm
• Prioritize
• Build
• Iterate

16. Daily Stand-Ups
1. What did you do
yesterday?
2. What will you do
today?
3. Are there any
impediments in your
way?
Source: https://martinfowler.com/articles/itsNotJustStandingUp.html
Source: https://www.mountaingoatsoftware.com/agile/scrum/meetings/daily-scrum

17. Retrospectives
Digsite
delivered results
fast
Concept needed
rework twice
Source: https://d1wgc1sljrdxgx.cloudfront.net/blog/retrospectives/retrospectives-1.jpg
Source: https://agileforall.com/wp-content/uploads/2014/10/baseline-agile-retrospective.png

18. Tools

19. Collaboration
Source: https://slack.com/features

20. Kanban
Source: https://trello.com/home

21. Agile Qualitative
Source: www.digsite.com

22. Whiteboard
Source: https://mural.co/

23. Calendar
Source: https://planyway.com

24. What Success Looks Like

25. Putting It All Together…Your First Sprint
Forming The Team
• Cross functional
group of 4-8 people
• Includes product
owner, developer
designer, researcher,
etc.
• Team has ownership
to make all decisions
within the sprint
Scheduling The
Sprint
• Determine a
timeline and
deadlines for the
sprint
• Determine when
your daily stand-ups
will be
Pre-Sprint
Preparation
• Set up your Kanban
board, sprint
calendar and
collaboration
channel
• Plan resources for
your agile qual.
community as
needed
The Sprint
• Map out the
problem and
prioritize where you
will focus
• Sketch competing
ideas and solutions
on paper
• Turn ideas and
solutions into a
hypothesis
• Build a high fidelity
prototype
• Test your prototype
with real users
Retrospective
• Evaluate the success
of your sprint
• Determine priorities
for your next sprint
• Determine process
improvements for
your next sprint

26. Achieved 10X
Improvements
• Cut research cost per
interviewee by 90%
• Able to complete 10 times
more research studies for
the same budget
• Improved average study
time from 3-6 weeks to 3-6
days
$0.00
$500.00
$1,000.00
$1,500.00
Traditional
Methods
Agile
Sprints
Average Cost per Interview
Source: https://www.digsite.com/blog/how-
insights-teams-build-agile-qualitative-research

27. Pella
Results
Pella
Results
1. Deeper understanding of what
consumers think
• Learning builds upon what you have
learned in the past
2. Cost savings
• Reduction of almost 85% on cost per
respondent per each idea
3. Time savings
• Reduced time of testing multiple
concepts by roughly 50%
Source: https://www.digsite.com/blog/how-focusing-on-faster-insights-can-deliver-better-results

28. “ The studies conducted in
Digsite were a crucial part to
getting iterative, consumer-
centered input in order to
make strategic decisions.”
Lean Growth Strategist at
The Garage Group
ü Honest, real-time results: Highly-targeted participants provide feedback that you can trust.
ü Multi-day, sequential research studies: Gain consumer feedback throughout the process.
ü Cost-efficient: The cost per community participant is much lower than traditional focus groups.
ü Iterative process: Moderators and client observers can probe consumers in real-time.
Source: https://www.digsite.com/how-a-cpg-brand-built-a-consumer-driven-innovation-pipeline-in-two-weeks

29. 27 Resources for Agile
Marketing, Innovation
and Experience Research
www.digsite.com/blog

30. Questions?
Monika Wingate
monika@digsite.com
+1 844-344-7483 x700