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Unlock the Secrets to Conducting Agile Research
- 9. Where they started o In-person focus groups o Large online surveys Challenge from the BOD… o Speed up research timelines o Embed more research into decisions Pella Windows Mark Hetrick Consumer & Market Insights Manager, Pella
- 10. Applications: • Concept tests • Ad testing • Product naming • Path to purchase Agile Research Expansion
- 11. 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
- 12. 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%
- 13. Implementing a New Company Vision § Perception of the marketing research function: slow, expensive, and predictable § Focus groups and surveys: slow and expensive Giustina Parisi Consumer & Portfolio Insights Manager, American Family Insurance American Family Insurance
- 14. How the CI Team Earned Trust 1. Identified the right tools 2. Found an internal advocate 3. Created a quick win 4. Built a repeatable process 5. Spread the word
- 15. 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 Interviewee
- 16. Palermo’s Pizza Mike Pytlinksi Vice President of Marketing, Palermo’s Pizza $1 M $80 M 2013 2017
- 18. Use scalable methods that... 1. Drill deeper into niche targets vs. generalized sample 2. Are flexible to work across your product/brand development lifecycle 3. Are cost efficient and scale to multiple projects across many smaller brands 4. Work within fast development & launch timeframes