Agile Market Research: More Insights in Less Time

Matt Warta
CEO & Co-Founder
@GutCheckit

Lisa O’Connor
Lead Online Rese...
Welcome
• This session will be recorded and stored on
GutCheck’s web site (www.gutcheckit.com); a link will
be sent to reg...
How Research Works Today: Ideation
How Research Works Today: Screening
How Research Works Today: Refinement
How Research Works Today: Validation
Where We Rely on Too Much Experience and
Intuition
Screening

Refinement

CONSEQUENCES
•

Truly great concepts are elimina...
Why? Existing Methodologies are Too Limiting

Specific, BUT
Slow & Expensive
Traditional Methods

Faster, BUT
Blunt & Expe...
Agile Market Research

Fastest, Most
Specific, AND Most
Affordable

• A pragmatic, iterative
approach to meeting a
researc...
Benefits of Agile in Software Development

• Faster Time to Market – 50% with enabling
technology
• Efficiency – 25% highe...
Agile Research: Highly Specific
Agile Research: Minimizes Bias Leading to Better
Specificity
Clean

Dirty
Agile Research: On-Demand Techniques Enable
More Insights in Less Time

Custom Community Concept Research
Agile Research: On-Demand Techniques Enable
More Insights in Less Time

Agile Concept Optimization
$350K
Goal of Concept Testing: Effectiveness

Look for strengths to emphasize and signs of
weakness that can be fixed pre-launch...
Main Idea: Imagine you wanted
to describe this idea to a friend.
In the space provided, please
type the words that you wou...
Reality Check: What’s Required
Specific Audience

Opportunity to
Iterate

On-Demand Tools
Case Study: Hair Care Manufacturer

Business Context:
Client had identified a white space opportunity for
introducing salo...
Concept Testing Problem
• Existing Community for the base product’s
target audience, BUT new product is intended
for diffe...
What to Use?
Agile Concept Screen: Iteration 1
Monday

Tuesday

Wednesday

Thursday

Friday

Directional Quant Screen
Purchase Interest...
Agile Concept Refinement: Iteration 2
Monday

Tuesday

Wednesday

Iteration 1: Real-time Quant (n = 200)

Thursday

Friday...
Agile Concept Optimization
CONCEPT 2
(Before Refinement)
For sleek, straight hair,
Brand is the salon formula
that deliver...
Thank You!
Join the ‘Agile Market Research’ group on LinkedIn

+
@GutCheckit
Matt@gutcheckit.com
Lisa@gutcheckit.com
(877)...
Agile Market Research: More Insights in Less Time
Agile Market Research: More Insights in Less Time
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Agile Market Research: More Insights in Less Time

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Budget is the #1 issue impacting research data collection today (Source: GRIT Report). The squeeze will only get more severe as the pace of decision-making continues to outrun growth in budgets. So what are most researchers left to do? In many cases, nothing. And this leaves brands at risk in moving forward on new product, messaging, and advertising without critical insights from their consumers.

There is a better way: the Agile Research Methodology. Leveraging on-demand tools, Agile Research is a pragmatic, iterative approach that optimizes insights collected over a few days yielding faster, better decisions. Learn how Agile Research has evolved as a winning alternative, delivering actionable insights that are:

High quality (because each iteration informs the next)
Quick (in a few days)
Affordable (a fraction of the cost of traditional methodologies)


Matt Warta, CEO of GutCheck, and Lisa O'Connor, Lead Online Research Strategist of Gutcheck.

Published in: Business, Technology
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  • Lisa - What is best in class objective for concept testing.Also requirements
  • Lisa - What is best in class objective for concept testing.Also requirements
  • Picture on the left of a person asking questions – relative to the community. Next 72 hours – not in community. Flexibility – today, tomorrow, next week – I need a vendor who can deal with that.
  • Two communities of N=30 Target consumers based on specific demographic, psychographic and behavioral criteriaOne day to review and refine each concept in depth for a total of three days per groupThree concepts per group
  • Two communities of N=30 Target consumers based on specific demographic, psychographic and behavioral criteriaOne day to review and refine each concept in depth for a total of three days per groupThree concepts per group
  • Agile Market Research: More Insights in Less Time

    1. 1. Agile Market Research: More Insights in Less Time Matt Warta CEO & Co-Founder @GutCheckit Lisa O’Connor Lead Online Research Strategist @GutCheckit
    2. 2. Welcome • This session will be recorded and stored on GutCheck’s web site (www.gutcheckit.com); a link will be sent to registrants. • Presentation time will be kept to ~30 minutes reserving ~15 minutes for Q&A. • Submit your questions as they pop into your head and we’ll answer them during and after the webinar.
    3. 3. How Research Works Today: Ideation
    4. 4. How Research Works Today: Screening
    5. 5. How Research Works Today: Refinement
    6. 6. How Research Works Today: Validation
    7. 7. Where We Rely on Too Much Experience and Intuition Screening Refinement CONSEQUENCES • Truly great concepts are eliminated • Good concepts don’t always standout • Wasted effort and rework
    8. 8. Why? Existing Methodologies are Too Limiting Specific, BUT Slow & Expensive Traditional Methods Faster, BUT Blunt & Expensive Custom Online Communities
    9. 9. Agile Market Research Fastest, Most Specific, AND Most Affordable • A pragmatic, iterative approach to meeting a research objective enabled by on-demand tools • Enables you to quickly focus on winners and kill weaker ideas • Fast, actionable, and budget friendly
    10. 10. Benefits of Agile in Software Development • Faster Time to Market – 50% with enabling technology • Efficiency – 25% higher productivity with enabling technology • Quality – Parity despite significant time compression Source: QSM Associates
    11. 11. Agile Research: Highly Specific
    12. 12. Agile Research: Minimizes Bias Leading to Better Specificity Clean Dirty
    13. 13. Agile Research: On-Demand Techniques Enable More Insights in Less Time Custom Community Concept Research
    14. 14. Agile Research: On-Demand Techniques Enable More Insights in Less Time Agile Concept Optimization
    15. 15. $350K
    16. 16. Goal of Concept Testing: Effectiveness Look for strengths to emphasize and signs of weakness that can be fixed pre-launch Concept Optimization involves understanding: • Target Audience • Accepted Consumer Belief • Differentiating Benefit • Reasons to Believe
    17. 17. Main Idea: Imagine you wanted to describe this idea to a friend. In the space provided, please type the words that you would use to describe this idea as precisely as possible to a friend. Clarity: What questions come to mind about the product when you see this idea? I’m trying to understand if there is anything that seems confusing upon first glance. Uniqueness: Compared to other products in this category, how unique would you say this product is? Please explain the attributes of this product conveyed in/on the idea that you believe make it distinct from other products. Appeal: Thinking back on the main idea that you articulated in describing the product to your friend, how appealing is this product to you personally? In your response, I am looking for some details about what makes the product appealing to you personally.
    18. 18. Reality Check: What’s Required Specific Audience Opportunity to Iterate On-Demand Tools
    19. 19. Case Study: Hair Care Manufacturer Business Context: Client had identified a white space opportunity for introducing salon-style straightening treatments into the mainstream. 21
    20. 20. Concept Testing Problem • Existing Community for the base product’s target audience, BUT new product is intended for different audience • Tight deadline, waiting on creative • Fifteen concepts to screen • Identify winning concepts to go into BASES 22
    21. 21. What to Use?
    22. 22. Agile Concept Screen: Iteration 1 Monday Tuesday Wednesday Thursday Friday Directional Quant Screen Purchase Interest Appeal Relevant Unique & Different Concept 1 86% 96% 92% 98% Concept 2 74% 86% 78% 86% Concept 3 72% 88% 80% 90% Concept 4 68% 84% 82% 94% Concept 5 66% 86% 80% 76% Concept 6 66% 80% 80% 76% Concept 7 66% 80% 78% 80% Concept 8 66% 76% 76% 90% Concept 9 66% 74% 68% 76% Concept 10 64% 78% 68% 70% Concept 11 64% 76% 76% 92% Concept 12 64% 76% 76% 80% Concept 13 64% 74% 70% 90% Concept 14 64% 72% 68% 92% Concept 15 62% 72% 74% 94%
    23. 23. Agile Concept Refinement: Iteration 2 Monday Tuesday Wednesday Iteration 1: Real-time Quant (n = 200) Thursday Friday Iteration 2: On-Demand Community (n = 60) Opinion n = 30 25 Concept 1: Remove Concept 2: Refine ✓ Concept 3: Refine ✗ Opinion ✗ ✓ Opinion Concept 4: Remove ✓ Concept 5: Combine w/ 6 ✗ Concept 6: Remove
    24. 24. Agile Concept Optimization CONCEPT 2 (Before Refinement) For sleek, straight hair, Brand is the salon formula that delivers powerful Keratin straighteners at home because only Brand brings safe use and lasting results to the comfort of your home. 26 CONCEPT 2 (After Iterations 1 & 2) For salon-smooth hair that lasts, Brand is the at-home formula that leaves hair frizz-free but never limp because only Brand delivers ultra-light natural straighteners in a gentle formula.
    25. 25. Thank You! Join the ‘Agile Market Research’ group on LinkedIn + @GutCheckit Matt@gutcheckit.com Lisa@gutcheckit.com (877) 990 - 8111

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