How to Deploy Successful Agile Market Research Studies Online
There is a lot of talk of agile research these days. While none of this is new, the advancement of mobile and other technology has certainly accelerated the ability of market researchers to get in and out of the market quickly and efficiently versus the time it takes to recruit and conduct multi-day studies. It is no secret that agile methods are being driven by clients who are increasingly challenged to respond to the marketplace realities in near real time. This increased sense of urgency has pushed brand insight managers, strategists and market research consultants to develop and deploy initiatives more efficiently and effectively. Using our insights technology platform Aha!, and specifically our fast-to-field QuickSprintTM approach, our clients can now execute and get results from consumer and B2B studies in 1/3 of the in-field time of a standard online qual study.
Here are 5 common questions and our best practice suggestions on how to deploy a QuickSprint study:
- What is a QuickSprint Study?
It is exactly what it sounds like; the ability to get in and out of the market quickly to foster rapid innovation, test concepts, conduct mini-digital ethnographies to inform your strategy, or pulse-check cultural events that shape our rapidly changing world (like the Covid-19 situation). In most cases, you can be in and out of the field 3-5 days from the receipt of a final screener.
- Is it Qual only?
The QuickSprint approach is ideally suited for qualitative-only or a mixed-method quant/qual study. For example, on the qual side you can rapidly test a few concepts with 50 or so respondents in a 20-30 minute online activity. Or, if you need a quant read in addition to your qualitative, you can field the quant activity with 100 (or more) respondents and have, for instance, 30-35 of these people move on to deeper dive qual exercises utilizing our TruRotationTM concept testing tools as well as our mini-digital ethnographies. Basic quotas can be achieved as well, if you need segment-specific representation. These are our most popular QuickSprint approaches but other Aha! key features may be utilized. The key is to limit the respondent activity to one 20 to 30-minute engagement (up to 45 minutes if it is a quant/qual approach).
- What types of studies are best suited for a QuickSprint?
The best strategic use of a QuickSprint is when you need to rapidly innovate, test concepts/ideas, or get feedback on anything from packaging to ad campaigns in a more timely and cost-effective manner. Another very good use of this method is for one-day mini-digital ethnographies versus the classic 3-5 day online study approach. You get a less complete, but still very effective, read of your customers’ and prospects’ attitudes, beliefs, feelings and actions around your products and services.
- How do you ensure the quality of recruiting in such a short timeframe?
The big difference with our QuickSprint approach is that we utilize high-quality qualitative style recruiting with the best recruiters in the business. We have the process setup and tested with our most trusted qual-style recruiters to ensure the process is smooth, you get committed engagement from vetted respondents, and results that will exceed your expectations.
- When does QuickSprint not work?
While we can handle most screeners and algorithms, this method is not ideal for super low- incidence recruits. This approach can still apply in low incidence situations, but it will add a few more days and dollars to the initiative.
While our most popular methods like multi-day digital ethnographies, HUT’s, Innovation initiatives and CX studies are always viable, sometimes you need to get in and out of the field with high-quality insights from vetted respondents in a very short period of time. This is when the QuickSprint approach works best.
If you would like to learn more about our agile approach, see a demo of the platform, or talk about a particular online project, please reach out to me at rayf@onlineresearch.com
