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How to Shift from In-Person to Agile Qualitative Research
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- 4. • What does agile mean for qualitative research? • Tips on how to implement agile qualitative •Examples of projects executed using in-person vs. agile qualitative Agenda
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- 7. Build Qual to fit 2-4 Weeks Sprint Cycles Develop Prototype Learn STRATEGY CONCEPT PRODUCTION IN-MARKET Agile Development Process 2-4 weeks Concept 1-3Concept 4-6 Package Product Ad/Video Social Campaign
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- 12. 1. Find Highly Targeted Sample… Quantitative Testing • Age 18-54 • Purchase category in the past 12 mo. •Aware of brand Qualitative Testing • Age 25-39 • Have specific hobbies, interests or values • Heavy category users • Purchased specific brands in the past year 1. Behavior based targeting 2. Pre-screened panels 3. Agile communities Fast
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- 15. 4. Use Moderated + Unmoderated Activities http://www.pewresearch.org/2015/05/13/from-telephone-to-the-web-the-challenge-of-mode-of-interview-effects-in-public-opinion-polls/#fn-269745-8 • Help participants stay focused and encourage participation • Provide clarification on questions for participants •Ask follow-up questions to drill deeper into responses • Participants can be required to respond before seeing other’s responses Unmoderated Activities • Avoids overstatement of socially desirable behaviors and attitudes • Avoids understatement of opinions and behaviors participants fear would elicit disapproval from another person • Removes implicit time pressure that can affect a respondent’s ability to recall facts or past event • Can be timed to get at System 1 thinking Moderated Activities
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- 27. What does effective agile qualitative look like? • Plan more small scale qualitative throughout development • Leverage online tools for both speed and quality •Involve your team in learning from and experimenting with consumers Do’s • Expect your team to stop building solutions while you conduct research • Rely on in-person research to meet all of your needs • Wait until after the research is completed to provide your first report Don’t
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