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What	
  agile	
  research	
  can	
  learn	
  from	
  agile	
  so1ware	
  development	
  –	
  NewMR	
  Webinar	
  
Dan	
  Stracey,	
  Dub	
  Online	
  Qual	
  and	
  Insight	
  Communi:es,	
  2016	
  
@dub_research	
   @danstracey	
  
Dan	
  Stracey	
  
Dub	
  Online	
  Qual	
  and	
  Insight	
  
CommuniCes	
  
	
  
18	
  August	
  2016	
  
What	
  agile	
  research	
  can	
  learn	
  
from	
  agile	
  so1ware	
  development	
  
What	
  agile	
  research	
  can	
  learn	
  from	
  agile	
  so1ware	
  development	
  –	
  NewMR	
  Webinar	
  
Dan	
  Stracey,	
  Dub	
  Online	
  Qual	
  and	
  Insight	
  Communi:es,	
  2016	
  
@dub_research	
   @danstracey	
  
is	
  here	
  
What	
  agile	
  research	
  can	
  learn	
  from	
  agile	
  so1ware	
  development	
  –	
  NewMR	
  Webinar	
  
Dan	
  Stracey,	
  Dub	
  Online	
  Qual	
  and	
  Insight	
  Communi:es,	
  2016	
  
@dub_research	
   @danstracey	
  
What	
  agile	
  research	
  can	
  learn	
  from	
  agile	
  so1ware	
  development	
  –	
  NewMR	
  Webinar	
  
Dan	
  Stracey,	
  Dub	
  Online	
  Qual	
  and	
  Insight	
  Communi:es,	
  2016	
  
@dub_research	
   @danstracey	
  
What	
  agile	
  research	
  can	
  learn	
  from	
  agile	
  so1ware	
  development	
  –	
  NewMR	
  Webinar	
  
Dan	
  Stracey,	
  Dub	
  Online	
  Qual	
  and	
  Insight	
  Communi:es,	
  2016	
  
@dub_research	
   @danstracey	
  
Insight	
  gathered	
  
closer	
  to	
  client	
  
decision	
  making	
  	
  
Synonymous	
  
with	
  online	
  and	
  
mobile	
  
Impetus:	
  ‘faster,	
  
cheaper,	
  beNer’	
  
Enhanced	
  value	
  
(no	
  less	
  strategic,	
  
rigourous	
  or	
  reliable)	
  
Deeper	
  agency	
  /	
  
client	
  partnering	
  	
  
Method	
  
agnosCcism	
  
(flexibility	
  and	
  
adaptaCon)	
  
What	
  does	
  agile	
  mean	
  in	
  
the	
  context	
  of	
  insight	
  and	
  
Market	
  Research?	
  	
  
What	
  agile	
  research	
  can	
  learn	
  from	
  agile	
  so1ware	
  development	
  –	
  NewMR	
  Webinar	
  
Dan	
  Stracey,	
  Dub	
  Online	
  Qual	
  and	
  Insight	
  Communi:es,	
  2016	
  
@dub_research	
   @danstracey	
  
What	
  agile	
  research	
  can	
  learn	
  from	
  agile	
  so1ware	
  development	
  –	
  NewMR	
  Webinar	
  
Dan	
  Stracey,	
  Dub	
  Online	
  Qual	
  and	
  Insight	
  Communi:es,	
  2016	
  
@dub_research	
   @danstracey	
  
What	
  agile	
  research	
  can	
  learn	
  from	
  agile	
  so1ware	
  development	
  –	
  NewMR	
  Webinar	
  
Dan	
  Stracey,	
  Dub	
  Online	
  Qual	
  and	
  Insight	
  Communi:es,	
  2016	
  
@dub_research	
   @danstracey	
  
Concepts	
  associated	
  with	
  agile	
  
What	
  agile	
  research	
  can	
  learn	
  from	
  agile	
  so1ware	
  development	
  –	
  NewMR	
  Webinar	
  
Dan	
  Stracey,	
  Dub	
  Online	
  Qual	
  and	
  Insight	
  Communi:es,	
  2016	
  
@dub_research	
   @danstracey	
  
Traditional 
 Agile
Decisions	
  are	
  undertaken	
  
by	
  management	
  
Decisions	
  are	
  undertaken	
  
by	
  those	
  impacted	
  
Build	
  the	
  right	
  product	
  by	
  rigorous	
  
analysis	
  and	
  detailed	
  specs	
  
Build	
  the	
  right	
  product	
  by	
  
involving	
  the	
  user	
  /	
  customer	
  
Exhibit A: The traditional vs. agile mindset
People	
  are	
  mo:vated	
  by	
  
extrinsic	
  rewards	
  (i.e.	
  cash)	
  
People	
  are	
  mo:vated	
  by	
  
autonomy,	
  mastery	
  and	
  purpose	
  
What	
  agile	
  research	
  can	
  learn	
  from	
  agile	
  so1ware	
  development	
  –	
  NewMR	
  Webinar	
  
Dan	
  Stracey,	
  Dub	
  Online	
  Qual	
  and	
  Insight	
  Communi:es,	
  2016	
  
@dub_research	
   @danstracey	
  
Freedom	
  to	
  fail	
  
Fail fast and fail cheap. Fail often.
Fail in a way that doesn’t kill you.
Seth Godin
What	
  agile	
  research	
  can	
  learn	
  from	
  agile	
  so1ware	
  development	
  –	
  NewMR	
  Webinar	
  
Dan	
  Stracey,	
  Dub	
  Online	
  Qual	
  and	
  Insight	
  Communi:es,	
  2016	
  
@dub_research	
   @danstracey	
  
What	
  agile	
  research	
  can	
  learn	
  from	
  agile	
  so1ware	
  development	
  –	
  NewMR	
  Webinar	
  
Dan	
  Stracey,	
  Dub	
  Online	
  Qual	
  and	
  Insight	
  Communi:es,	
  2016	
  
@dub_research	
   @danstracey	
  
waterfall
agile
Start
 Finish
Discover	
   Plan	
  
Build	
  
MVP	
  
Review	
  
Start FinishIteration Iteration Iteration
High 
risk
£££££
Lower
risk
£££
What	
  agile	
  research	
  can	
  learn	
  from	
  agile	
  so1ware	
  development	
  –	
  NewMR	
  Webinar	
  
Dan	
  Stracey,	
  Dub	
  Online	
  Qual	
  and	
  Insight	
  Communi:es,	
  2016	
  
@dub_research	
   @danstracey	
  
Backlog To do Development Done
Story	
  A	
  	
  
(e.g.	
  Geo-­‐loca:on	
  
feature)	
  	
  
Story	
  B	
  	
  
(e.g.	
  emo:onal	
  capture)	
  
	
  
Story	
  C	
  
(e.g.	
  open	
  ended	
  
ques:on	
  entry)	
  
	
  	
  
Testing Deployment
icon	
  
design	
  
database	
  
model	
  
user	
  
interface	
  
API	
  
transla:ons	
  
icon	
  
design	
  
iOS	
  
support	
  
error	
  
checking	
  
email	
  
valida:on	
  
offline	
  
warning	
  
What	
  agile	
  research	
  can	
  learn	
  from	
  agile	
  so1ware	
  development	
  –	
  NewMR	
  Webinar	
  
Dan	
  Stracey,	
  Dub	
  Online	
  Qual	
  and	
  Insight	
  Communi:es,	
  2016	
  
@dub_research	
   @danstracey	
  
The	
  agile	
  manifesto	
  reimagined	
  
and	
  applied	
  to	
  the	
  world	
  of	
  MR	
  
What	
  agile	
  research	
  can	
  learn	
  from	
  agile	
  so1ware	
  development	
  –	
  NewMR	
  Webinar	
  
Dan	
  Stracey,	
  Dub	
  Online	
  Qual	
  and	
  Insight	
  Communi:es,	
  2016	
  
@dub_research	
   @danstracey	
  
Individuals  and  interac/ons  over  processes  and  tools

Working  so6ware  over  comprehensive  documenta/on

Customer  collabora/on  over  contract  nego/a/on

Responding  to  change  over  following  a  plan
Key values of the agile manifesto
What	
  agile	
  research	
  can	
  learn	
  from	
  agile	
  so1ware	
  development	
  –	
  NewMR	
  Webinar	
  
Dan	
  Stracey,	
  Dub	
  Online	
  Qual	
  and	
  Insight	
  Communi:es,	
  2016	
  
@dub_research	
   @danstracey	
  
Individuals and interactions
over processes and tools
Projects	
  built	
  around	
  trusted	
  moCvated	
  
individuals	
  
Face-­‐to-­‐face	
  conversaCon	
  the	
  best	
  form	
  of	
  
communicaCon	
  	
  
Best	
  architectures	
  and	
  designs	
  from	
  self-­‐
organizing	
  teams`	
  
Trust	
  staff	
  -­‐	
  abandon	
  9am	
  to	
  7pm	
  working	
  culture	
  
(e.g.	
  core	
  /flex	
  hours)	
  
	
  
Reduce	
  email	
  ‘waste’	
  /	
  increase	
  f2f	
  interacCon	
  
	
  
More	
  flexible	
  resourcing;	
  greater	
  skill	
  access	
  and	
  
awareness	
  for	
  more	
  diversely	
  skilled	
  teams	
  
Implications for MRAgile principles
What	
  agile	
  research	
  can	
  learn	
  from	
  agile	
  so1ware	
  development	
  –	
  NewMR	
  Webinar	
  
Dan	
  Stracey,	
  Dub	
  Online	
  Qual	
  and	
  Insight	
  Communi:es,	
  2016	
  
@dub_research	
   @danstracey	
  
Working software over
comprehensive documentation
Working	
  so1ware	
  is	
  the	
  measure	
  of	
  progress	
  
	
  
Working	
  so1ware	
  delivered	
  frequently	
  (weeks	
  
not	
  months)	
  
	
  
ConCnuous	
  aNenCon	
  to	
  technical	
  excellence	
  
and	
  good	
  design	
  
Replace	
  term	
  ‘so1ware’	
  with	
  ‘insight’	
  /	
  
‘acConable	
  insight’	
  	
  
	
  
Movement	
  towards	
  bite-­‐sized	
  reporCng	
  chunks	
  -­‐	
  
‘minimum	
  viable	
  insight’	
  
	
  
Avoid	
  ‘tools-­‐first’	
  mindset,	
  promote	
  method	
  
agnosCcism	
  
Implications for MRAgile principles
What	
  agile	
  research	
  can	
  learn	
  from	
  agile	
  so1ware	
  development	
  –	
  NewMR	
  Webinar	
  
Dan	
  Stracey,	
  Dub	
  Online	
  Qual	
  and	
  Insight	
  Communi:es,	
  2016	
  
@dub_research	
   @danstracey	
  
Customer collaboration
over contract negotiation
Customer	
  saCsfied	
  by	
  early	
  and	
  conCnuous	
  
delivery	
  of	
  so1ware	
  
	
  
Close,	
  daily	
  cooperaCon	
  between	
  business	
  
people	
  and	
  developers	
  
	
  
Sustainable	
  development,	
  able	
  to	
  maintain	
  a	
  
constant	
  pace	
  
Sustainable	
  work	
  relaConships	
  through	
  closer	
  
client-­‐agency	
  partnerships	
  
	
  
More	
  transparent	
  stabilised	
  workflows	
  (use	
  of	
  
kanban	
  for	
  research	
  exploraCon	
  and	
  discovery?)	
  	
  
	
  
Help	
  clients	
  connect	
  with	
  customers	
  
Implications for MRAgile principles
What	
  agile	
  research	
  can	
  learn	
  from	
  agile	
  so1ware	
  development	
  –	
  NewMR	
  Webinar	
  
Dan	
  Stracey,	
  Dub	
  Online	
  Qual	
  and	
  Insight	
  Communi:es,	
  2016	
  
@dub_research	
   @danstracey	
  
Responding to change
over following a plan
Welcome	
  changing	
  requirements,	
  even	
  in	
  late	
  
development	
  
	
  
Simplicity	
  —	
  the	
  art	
  of	
  maximizing	
  the	
  amount	
  
of	
  work	
  not	
  done	
  
	
  
Regular	
  team	
  reflecCon	
  to	
  become	
  more	
  
effecCve,	
  and	
  adjust	
  accordingly	
  
More	
  agile,	
  iteraCve	
  approaches	
  to	
  design	
  and	
  
discovery	
  (lengthier	
  but	
  less	
  prone	
  to	
  failure)	
  
	
  
Eliminate	
  mundane	
  jobs	
  to	
  reduce	
  project	
  waste	
  
	
  
Promote	
  kaizen	
  /	
  conCnuous	
  improvement	
  	
  	
  
(e.g.	
  using	
  weekly	
  stand	
  ups	
  /	
  stand	
  downs	
  
Implications for MRAgile principles
What	
  agile	
  research	
  can	
  learn	
  from	
  agile	
  so1ware	
  development	
  –	
  NewMR	
  Webinar	
  
Dan	
  Stracey,	
  Dub	
  Online	
  Qual	
  and	
  Insight	
  Communi:es,	
  2016	
  
@dub_research	
   @danstracey	
  
THANK	
  YOU	
  
LOS	
  ANGELES,	
  US	
  
9107	
  Wilshire	
  Blvd.,	
  Suite	
  450,	
  	
  
Beverly	
  Hills,	
  California	
  90210	
  
+1	
  310	
  853	
  6986	
  
LONDON,	
  UK	
  
4	
  Wellesley	
  Terrace,	
  
London	
  N1	
  7NA	
  
+44	
  (0)	
  20	
  3515	
  3301	
  
www.dubishere.com	
  
info@dubishere.com	
  
What	
  agile	
  research	
  can	
  learn	
  from	
  agile	
  so1ware	
  development	
  –	
  NewMR	
  Webinar	
  
Dan	
  Stracey,	
  Dub	
  Online	
  Qual	
  and	
  Insight	
  Communi:es,	
  2016	
  
@dub_research	
   @danstracey	
  
Q	
  &	
  A	
  
Ray	
  Poynter	
  
The	
  Future	
  Place	
  
Dan	
  Stracey	
  
Dub	
  Online	
  Qual	
  

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Dan Stracey AAA 2016

  • 1. What  agile  research  can  learn  from  agile  so1ware  development  –  NewMR  Webinar   Dan  Stracey,  Dub  Online  Qual  and  Insight  Communi:es,  2016   @dub_research   @danstracey   Dan  Stracey   Dub  Online  Qual  and  Insight   CommuniCes     18  August  2016   What  agile  research  can  learn   from  agile  so1ware  development  
  • 2. What  agile  research  can  learn  from  agile  so1ware  development  –  NewMR  Webinar   Dan  Stracey,  Dub  Online  Qual  and  Insight  Communi:es,  2016   @dub_research   @danstracey   is  here  
  • 3. What  agile  research  can  learn  from  agile  so1ware  development  –  NewMR  Webinar   Dan  Stracey,  Dub  Online  Qual  and  Insight  Communi:es,  2016   @dub_research   @danstracey  
  • 4. What  agile  research  can  learn  from  agile  so1ware  development  –  NewMR  Webinar   Dan  Stracey,  Dub  Online  Qual  and  Insight  Communi:es,  2016   @dub_research   @danstracey  
  • 5. What  agile  research  can  learn  from  agile  so1ware  development  –  NewMR  Webinar   Dan  Stracey,  Dub  Online  Qual  and  Insight  Communi:es,  2016   @dub_research   @danstracey   Insight  gathered   closer  to  client   decision  making     Synonymous   with  online  and   mobile   Impetus:  ‘faster,   cheaper,  beNer’   Enhanced  value   (no  less  strategic,   rigourous  or  reliable)   Deeper  agency  /   client  partnering     Method   agnosCcism   (flexibility  and   adaptaCon)   What  does  agile  mean  in   the  context  of  insight  and   Market  Research?    
  • 6. What  agile  research  can  learn  from  agile  so1ware  development  –  NewMR  Webinar   Dan  Stracey,  Dub  Online  Qual  and  Insight  Communi:es,  2016   @dub_research   @danstracey  
  • 7. What  agile  research  can  learn  from  agile  so1ware  development  –  NewMR  Webinar   Dan  Stracey,  Dub  Online  Qual  and  Insight  Communi:es,  2016   @dub_research   @danstracey  
  • 8. What  agile  research  can  learn  from  agile  so1ware  development  –  NewMR  Webinar   Dan  Stracey,  Dub  Online  Qual  and  Insight  Communi:es,  2016   @dub_research   @danstracey   Concepts  associated  with  agile  
  • 9. What  agile  research  can  learn  from  agile  so1ware  development  –  NewMR  Webinar   Dan  Stracey,  Dub  Online  Qual  and  Insight  Communi:es,  2016   @dub_research   @danstracey   Traditional Agile Decisions  are  undertaken   by  management   Decisions  are  undertaken   by  those  impacted   Build  the  right  product  by  rigorous   analysis  and  detailed  specs   Build  the  right  product  by   involving  the  user  /  customer   Exhibit A: The traditional vs. agile mindset People  are  mo:vated  by   extrinsic  rewards  (i.e.  cash)   People  are  mo:vated  by   autonomy,  mastery  and  purpose  
  • 10. What  agile  research  can  learn  from  agile  so1ware  development  –  NewMR  Webinar   Dan  Stracey,  Dub  Online  Qual  and  Insight  Communi:es,  2016   @dub_research   @danstracey   Freedom  to  fail   Fail fast and fail cheap. Fail often. Fail in a way that doesn’t kill you. Seth Godin
  • 11. What  agile  research  can  learn  from  agile  so1ware  development  –  NewMR  Webinar   Dan  Stracey,  Dub  Online  Qual  and  Insight  Communi:es,  2016   @dub_research   @danstracey  
  • 12. What  agile  research  can  learn  from  agile  so1ware  development  –  NewMR  Webinar   Dan  Stracey,  Dub  Online  Qual  and  Insight  Communi:es,  2016   @dub_research   @danstracey   waterfall agile Start Finish Discover   Plan   Build   MVP   Review   Start FinishIteration Iteration Iteration High risk £££££ Lower risk £££
  • 13. What  agile  research  can  learn  from  agile  so1ware  development  –  NewMR  Webinar   Dan  Stracey,  Dub  Online  Qual  and  Insight  Communi:es,  2016   @dub_research   @danstracey   Backlog To do Development Done Story  A     (e.g.  Geo-­‐loca:on   feature)     Story  B     (e.g.  emo:onal  capture)     Story  C   (e.g.  open  ended   ques:on  entry)       Testing Deployment icon   design   database   model   user   interface   API   transla:ons   icon   design   iOS   support   error   checking   email   valida:on   offline   warning  
  • 14. What  agile  research  can  learn  from  agile  so1ware  development  –  NewMR  Webinar   Dan  Stracey,  Dub  Online  Qual  and  Insight  Communi:es,  2016   @dub_research   @danstracey   The  agile  manifesto  reimagined   and  applied  to  the  world  of  MR  
  • 15. What  agile  research  can  learn  from  agile  so1ware  development  –  NewMR  Webinar   Dan  Stracey,  Dub  Online  Qual  and  Insight  Communi:es,  2016   @dub_research   @danstracey   Individuals  and  interac/ons  over  processes  and  tools Working  so6ware  over  comprehensive  documenta/on Customer  collabora/on  over  contract  nego/a/on Responding  to  change  over  following  a  plan Key values of the agile manifesto
  • 16. What  agile  research  can  learn  from  agile  so1ware  development  –  NewMR  Webinar   Dan  Stracey,  Dub  Online  Qual  and  Insight  Communi:es,  2016   @dub_research   @danstracey   Individuals and interactions over processes and tools Projects  built  around  trusted  moCvated   individuals   Face-­‐to-­‐face  conversaCon  the  best  form  of   communicaCon     Best  architectures  and  designs  from  self-­‐ organizing  teams`   Trust  staff  -­‐  abandon  9am  to  7pm  working  culture   (e.g.  core  /flex  hours)     Reduce  email  ‘waste’  /  increase  f2f  interacCon     More  flexible  resourcing;  greater  skill  access  and   awareness  for  more  diversely  skilled  teams   Implications for MRAgile principles
  • 17. What  agile  research  can  learn  from  agile  so1ware  development  –  NewMR  Webinar   Dan  Stracey,  Dub  Online  Qual  and  Insight  Communi:es,  2016   @dub_research   @danstracey   Working software over comprehensive documentation Working  so1ware  is  the  measure  of  progress     Working  so1ware  delivered  frequently  (weeks   not  months)     ConCnuous  aNenCon  to  technical  excellence   and  good  design   Replace  term  ‘so1ware’  with  ‘insight’  /   ‘acConable  insight’       Movement  towards  bite-­‐sized  reporCng  chunks  -­‐   ‘minimum  viable  insight’     Avoid  ‘tools-­‐first’  mindset,  promote  method   agnosCcism   Implications for MRAgile principles
  • 18. What  agile  research  can  learn  from  agile  so1ware  development  –  NewMR  Webinar   Dan  Stracey,  Dub  Online  Qual  and  Insight  Communi:es,  2016   @dub_research   @danstracey   Customer collaboration over contract negotiation Customer  saCsfied  by  early  and  conCnuous   delivery  of  so1ware     Close,  daily  cooperaCon  between  business   people  and  developers     Sustainable  development,  able  to  maintain  a   constant  pace   Sustainable  work  relaConships  through  closer   client-­‐agency  partnerships     More  transparent  stabilised  workflows  (use  of   kanban  for  research  exploraCon  and  discovery?)       Help  clients  connect  with  customers   Implications for MRAgile principles
  • 19. What  agile  research  can  learn  from  agile  so1ware  development  –  NewMR  Webinar   Dan  Stracey,  Dub  Online  Qual  and  Insight  Communi:es,  2016   @dub_research   @danstracey   Responding to change over following a plan Welcome  changing  requirements,  even  in  late   development     Simplicity  —  the  art  of  maximizing  the  amount   of  work  not  done     Regular  team  reflecCon  to  become  more   effecCve,  and  adjust  accordingly   More  agile,  iteraCve  approaches  to  design  and   discovery  (lengthier  but  less  prone  to  failure)     Eliminate  mundane  jobs  to  reduce  project  waste     Promote  kaizen  /  conCnuous  improvement       (e.g.  using  weekly  stand  ups  /  stand  downs   Implications for MRAgile principles
  • 20. What  agile  research  can  learn  from  agile  so1ware  development  –  NewMR  Webinar   Dan  Stracey,  Dub  Online  Qual  and  Insight  Communi:es,  2016   @dub_research   @danstracey   THANK  YOU   LOS  ANGELES,  US   9107  Wilshire  Blvd.,  Suite  450,     Beverly  Hills,  California  90210   +1  310  853  6986   LONDON,  UK   4  Wellesley  Terrace,   London  N1  7NA   +44  (0)  20  3515  3301   www.dubishere.com   info@dubishere.com  
  • 21. What  agile  research  can  learn  from  agile  so1ware  development  –  NewMR  Webinar   Dan  Stracey,  Dub  Online  Qual  and  Insight  Communi:es,  2016   @dub_research   @danstracey   Q  &  A   Ray  Poynter   The  Future  Place   Dan  Stracey   Dub  Online  Qual