The document discusses how to shift from traditional in-person qualitative research to more agile qualitative research methods. Some key points: - Agile qualitative research uses smaller, more frequent experiments throughout the product development process to gain insights. - Online tools and asynchronous activities allow for faster research turnaround compared to traditional in-person focus groups or interviews. - Effective agile qualitative research involves targeted samples, designing studies to build on learnings iteratively, and using both moderated and unmoderated online activities. - Examples show how activities like conversations, photo/video sharing, voting and interactive tasks can provide insights in an agile manner.

1. How to Shift from In-Person to
Agile Qualitative Research
Monika Wingate, Co-Founder and CEO

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

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

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

5. Agile Principles Are Driving Changes in Marketing
Agile Marketing Manifesto
http://agilemarketingmanifesto.org/values/

6. Qual Research Is Critical to Agile Marketers
Unstructured
discussion vs.
rigid surveys
Focus on
discovery vs.
quantification
Smaller
experiments
vs. large scale
research
Collaborative
learning vs.
static
reporting

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 1-3 Concept 4-6 Package Product Ad/Video Social Campaign

8. In-Person Research Doesn’t Align Well with Agile
Online
Qualitative
In-Person
Qualitative

9. Online
Sprint
Kickoff
Recruit/Customize Activities
Observe & Learn
Instant Reporting
Full Analysis
1
2
3
5
10
1
14
15
21
n/a
Day
Day
Day
Day
Day
In-Person
Research
New Approaches Are Used to Speed Qual Timelines

10. Delivering Cumulative Results Rather Yes/No Testing
Early Concepts
(n=25)
Refined Concepts
(n=75)
Applied to
packaging (n=25)
Concept/Product
Test (n=50)
Video Ads (n=75)
10weeks 5tests n=225

11. Tips for Effective
Agile Qualitative

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

13. 2. Design research to build as you learn

14. 3. Build agile toolkit into your organization
Unmoderated Moderated
Live
Video Interviews
Chat
Conversations
Messaging
Asynchronous = Agile
Video sharing
Screen Capture
Diaries
Image mark-up
Ranking/Rating

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

16. Examples

17. Building Empathy
Focus
Group
What prompted
you to remodel
your bathroom?
Where did you go
for
ideas/inspiration?
If remodeling was
like an amusement
park ride, which
ride…
In-Home
Interview
Show me your
remodeled
bathroom
Where did you go
for
ideas/inspiration?
Tell me about your
remodel process
step-by-step
Agile
Qualitative
What prompted
you to remodel
your bathroom?
Post pictures of the
products/websites
you looked at for
inspiration
Take a short video
of your remodeled
bath and share the
good and the bad
Bathroom Remodeling

18. Conversations with Photo/Video Sharing
Cesar B.

19. Journey Mapping
Whiteboard

20. Iteration
Focus Group
or Interview
What are your
biggest needs for
counter
space/storage?
Card sort and rank
top needs
identified by
group
Show concepts to
rate/discuss
(revise between
sessions)
Discuss which
solutions they
liked best and why
Agile
Qualitative
What are your
biggest needs for
counter
space/storage?
Vote on top needs
identified by the
group
Show concepts to
rate & mark-up
(one or more
rounds)
Participants build
their ideal
solution
Bathroom Storage

21. Vote on Top Needs

22. Build Ideal Solutions

23. Get Early Concept Feedback

24. Experience
In-Market
Observation
Meet at a big box store
to observe shopping
process
Meet in-home during
remodel project
Bring video/photo diary
to focus group
Agile
Qualitative
Participants record video
and post photos of their
shopping activities
Create fill in the blank
tasks to record various
elements of remodel
project
Upload photos/video
and discuss and respond
in group forum where
participants see each
others experience
Remodel In-Store and In-Home Experiences

25. Describe Experiences
Fill in the Blank

26. Test Solutions

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

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