- Agile qualitative research allows companies to gain quick but rich consumer insights through efficient online discussion tools and automated recruiting capabilities.
- It is well-suited for initial product testing, creative concept evaluations, and supplementary foundational research when time is limited compared to traditional in-person qualitative methods.
- Case studies demonstrated how clients received directional guidance on communication optimizations, iterative product development, and foundational consumer understandings within 1-2 weeks through agile qualitative versus traditional 4-5 week timelines.
2. MONIKA WINGATE
CEO and Co-Founder
Digsite
SHAILI BHATT
Sr. Research Director
C+R Research
3. Smarter, faster qualitative research.
Quickly engage,
empathize, and
iterate with your
target audience.
ü Instant recruiting
ü Automated,
efficient tools
ü SmartReporting
7. Polished, rich,
and concise
insights in a
fraction of time
CAPTURE
RICH QUAL
RESPONSES
PINPOINT
OPTIMIZATIONS
QUICKLY
RECEIVE AN
EMAIL RECAP +
TOPLINE REPORT
8. Digsite SocialFind
Targeted Recruiting
§Demographics
Examples: age, gender, location, home
ownership, education, marital status, kids.
§Attitudes
Examples: concerned about the
environment, likes to travel, loves animals.
§Behaviors
Examples: plans to remodel home, stores visited, brands purchased, smart home devices used.
§Interests
Examples: health & wellness, home improvement, video games, travel, fashion.
9. Creative
POTENTIAL TYPES OF PROJECTS FOR AGILE QUAL
Iterative
Product
Development
Advertising +
Communications
Storyboards Foundational
Consumer
Insights
Positioning
Concepts
10. C
A
P
A
B
I
L
I
T
I
E
S
Ability To Rotate Concepts
In-depth Questions In A Logical, Linear Layout
Built-in Mark-up Activity To
Collect Commentary On Specific Elements
Ability To Test First Impressions,
Comprehension, + Relevance
Moderator Can Probe For
Additional Details And Clarification
Exploring Custom Dimensions Per Concept
That Are Core To Your Brand
Open-and Closed-end Questions
11. When is it Appropriate?
However, it’s important
to know when this
approach is suitable
AGILE QUAL
1-2 Weeks
Next day high-level
email recap
Concise insights +
consumer quotes
Shortened discussion
time, focusing
on key topics/themes
Great as quick touchpoint,
for directional guidance, or
supplementary info for
other phases
TRADITIONAL QUAL
8-9 Weeks
Verbal debrief two
days after field
Deep
consumer immersion
Additional discussion
provides more detailed
context to high-level themes
Great for longitudinal
behaviors, shopping
missions, and more thought-
provoking creative activities
16. “This is fantastic…thanks for
the recap!” ~Client
Provided directional feedback to optimize
each concept and understand which
storyline was most meaningful/motivating
results
20. Iterative Product Innovation (Funnel Process)
Client got clear directional guidance on which
features stand out the most to take into the next
iterative round of research. Got the same
quality results, without the 4-5 week timeline
results
24. Ability to quickly assess needs, motivations, +
preferences in relation to the client’s product
as the questionnaire was being developed
results
25. ROBUST IDEA
REFINEMENT
OUR CLIENTS SWEAR BY AGILE QUAL
QUICK, QUALITY
ANALYSIS
An effective solution for marketers looking to make quick but
well-informed decisions about their business
EXPEDITED
TIME
TIMELY
CONSENSUS
26. Recap: Agile Qualitative vs. “Quick & Dirty” Research
Targeted Participants
Mix of Activity Types
Expert Moderators
In-Context Reporting
Multiple Touchpoints
