Presented by Jacob Brown Traditionally, Market Research and New - - PowerPoint PPT Presentation

Creating an Agile Market Research Process

Presented by Jacob Brown

Traditionally, Market Research and New Product Development have collaborated on the creation of new products and services.

But in many organizations, the Research and Dev groups have gotten out of sync. And the traditional process has become less and less effective.

The fault lies in trying to apply a 20th century solution to a 21st century problem.

This product development model was created for the stately pace of the Consumer Packaged Goods world of the 1960’s.

But, today’s Dev cycles have gotten a little faster.

To manage these faster cycles, organizations are moving from a traditional Waterfall process - to an Agile development model.

But, most research groups are still working from a Waterfall playbook.

As a result, Product Development can feel that Research is out of sync with the Sprint Cycle. Or worse, slowing down the process.

The solution lies in creating an Agile Market Research Process.

• Characteristics of Agile Research:
• Fewer questions
• Frequent events
• Flexible scheduling
• Focused research audience
• Facilitate DIY research

Fewer Questions

• Traditional Research
• Lots of questions – packs it all

in.

• Agile Research
• Focuses on a few specific

questions the Scrum needs to understand in order to move forward for the next Sprint.

Frequent Events

• Traditional Research
• Occasional research studies – big

ticket items.

• Agile Research
• Frequent low cost sorties into the

marketplace.

Flexible Schedule

• Traditional research
• The structure of traditional research

creates a rigid project schedule with long lead times.

• Agile Research
• Ready when you need it.

Focused Target

• Traditional Research
• Casts a wide net – looks under

every rock.

• Agile Research
• Focuses on the Prime Target:
• The most enabled – engaged

and excited by your product.

• If you can’t attract them – what

hope do you have of selling the less engaged.

• Once you’ve solved for the prime

target – then you expand the scope.

Facilitate DIY Research

• Traditional Research
• Research talks to the target –

Product Development stays behind the mirror.

• Agile Research
• Research Group supports Scrum

Team Members talking directly with the customer/target.

Integrating a Research “Spike” into the Sprint Cycle

• Each Scrum will make it’s own decision on when/how to interface

with the research group. But our experience suggests:

• Planning the Research Process: Story Time/Product Backlog Grooming are good

times to identify research needs What does the team need to know to better define the User Stories in the Product Backlog?

• Presenting Research Findings: Sprint Planning is a good time to present the

research in time for those User Stories to move into the Sprint Cycle.

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An Example of an Agile Research Program

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A three part research program

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1: Foundational Research 2: Sprint Research 3: DIY Research

Foundational Research

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• Focus groups
• Individual interviews
• Online surveys

Methodology

• Strategic research issues
• Broad market investigation
• Overall response to the core concept and/or most recent build
• Messaging and positioning strategy

Objectives

• One study per quarter

Timing

Sprint Research

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• Typically, short and highly focused one-on-one interviews
• Interviews may be conducted in-person or online

Methodology

• Answer immediate information the Scrum needs to move the

product backlog forward – examples might include:

• Validate User Stories
• Expand User Stories
• Identify feature value
• Resolve UX questions

Objectives

• Approximately every 2– 4 weeks depending on the team’s

Sprint Cycle and information needs

Timing

DIY Research

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• Mozaic trains Scrum team to conduct DIY interviews
• Mozaic supports Scrum’s DIY research planning needs

Methodology

• Help the product team get “out of the building” and in direct

contact with the “Customer”

Objectives

• 3 – 4 times per quarter

Timing

An example of an Agile Research calendar

23 Week Foundational Sprint DIY 1 Sprint Research 2 DIY Research 3 4 Sprint Research 5 DIY Research 6 Foundational Research 7 Sprint Research 8 DIY Research 9 Sprint Research 10 DIY Research 11 12 Sprint Research

A few slides on the Mozaic Group

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Qualitative Research Capabilities

Naming and Ideation Message Validation Positioning Brand Imagery

Qualitative Studies

Product Innovation Value Proposition

• Experience built through

thousands of groups and IDIs.

• Deep experience

working with many different markets and industries.

• Meticulous project

management.

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Online Research Capabilities

Online Diaries Video Groups Online Usability Mobile Research

Online

Methodologies

Virtual Shelf Space Interactive Package Design

• Immediate consumer

insight in the store or home – not in a research facility.

• Research without

geographic barriers.

• Methodologies in tune

with how consumers communicate.

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Quantitative Research Capabilities

Message Testing Market Sizing Brand Equity Market Demand

Quantitative Studies

Pricing Satisfaction

• Advanced multivariate

techniques.

• The cutting edge data

collection methods.

• Powerful market

segmentation and pricing models.

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Global Research Capabilities

In-Person Qualitative Multi- Language Surveys Emerging Markets Europe and Asia

International Studies

Remote Qualitative Premier Local Partners

• Research on six

continents and in over 30 countries.

• A single point of contact

for your global project.

• Premier local partners

anywhere in the world.

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Boomers & Seniors Teens and Tweens Retail Enterprise Technology Financial Services Consumer Technology

Some of the markets we serve

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A Few of Our Clients