1 THE STATE OF AGILE MARKET RESEARCH: WHAT YOUR PEERS ARE SAYING June 16, 2015
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THE STATE OF AGILE MARKET RESEARCH: WHAT
YOUR PEERS ARE SAYING
June 16, 2015
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YOUR PRESENTER FOR TODAY
Matt Warta CEO & Co-founder
GutCheck @mwarta
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GUTCHECK SUMMARY
GutCheck is a global, online agile market research solution that enables our clients to get quick consumer reads to address business questions as they come up.
Example Clients
Concept Development
Copy Development
Package Screening
& Refinement
Shopper Insights
WHAT WE DO
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On-Demand Recruitment Engine Real-time recruiting of specific segments
12+ Million Consumers Worldwide from online global panel providers
THE GUTCHECK PLATFORM
Consumer
Read
On-Demand Recruitment Engine Instant recruiting of specific segments
Quick
International Online Research Experts focused on quick, efficient results
Instant Qualitative Real Time Quantitative Concept Copy Exploratory iHUTs Packaging Shopper Insights
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WHY IS AGILE IMPORTANT?
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40-70 RULE FOR GOING WITH YOUR GUT
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HOW OFTEN DO UNPLANNED RESEARCH QUESTIONS COME UP?
72% at least once per month or more often
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SURVEY BACKGROUND
• Mix of end clients, researchers, marketers and agencies
• ~20% marketing and brand
• ~45% consumer insights and shopper insights
• Over 50% 1,000+ employees
253 Participants
74%
26%
Marketing, Brand, & Researchers
Misc
80%
20%
End Clients
Agencies
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WHAT IS THE STATE OF THINGS?
ONLY 63% KNOW WHAT AGILE MARKET RESEARCH IS
There are many different words to describe agile and not everyone looks at it the same.
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THOSE WHO KNOW
WHAT COMES TO MIND WHEN PEOPLE SAY AGILE MARKET RESEARCH?
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SO IS IT SUCCESSFUL?
HELL YEAH!! 80% of respondents who conducted agile research found it successful.
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VALUE OF AGILE MARKET RESEARCH
34%
40%
43%
51%
55%
0% 10% 20% 30% 40% 50% 60%
More affordable
Ability to iterate multiple times
Accelerate time to market
Responding to change
Flexible
Top 5 Ways Agile Adds Value
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SO WHERE IS AGILE GOING?
77% PLAN ON MORE AGILE ADOPTION IN THE NEXT 12 MONTHS
AGILE MARKET RESEARCH 2015 = QUICK CONSUMER READS
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BARRIERS TO ADOPTION?
0% 10% 20% 30% 40% 50% 60% 70%
Availability of skilled vendors
Budget Constraints
Project Complexity
Quality Hesitations
Resistance to Change
5 Barriers to Agile Research Adoption
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WHAT IS GOING TO BE NEEDED TO GET THERE?
0% 5% 10% 15% 20% 25% 30% 35%
Internal Support / Resource Group
Implementation of Common Tool
Executive Sponsorship
Training Program / Workshop
Case Studies / White Papers
5 Ways to Overcome Adoption Barriers
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• Those that are using agile are finding success but traditional barriers exist for large-scale adoption
• Some fundamental blocking and tackling needs to be done by suppliers to remove these barriers…matter of time
• Quicker cycle times, budgetary pressure, a lot of change = ripe environment for agile methods
SUMMARY / TAKEAWAYS
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