As markets continue to evolve with increasing rapidity, Agile research methodologies have become essential for companies seeking speedy, in-depth consumer insights to inform strategic decisions.
At C+R Research, we’ve seen Agile Market Research solutions rise in prominence as more and more businesses see the need for research that gets results quickly without compromising on cost or quality. In response to the growing need for agile research, we’ve developed a suite of best-in-class agile methodologies to assist businesses in getting great insights quickly.
Here, we discuss a few examples of agile research in action, demonstrating some of the ways that brands can leverage custom agile market research to quickly adapt their strategy to account for changing market conditions.
1. Agile Qual-Quant Guides Portfolio Expansion
A prominent beverage manufacturer aimed to expand its product portfolio and needed to assess consumer interest in a new product concept, including optimal positioning, naming, and packaging. To help with these goals, C+R used LiveHIVE, a proprietary agile research solution that integrates real-time quantitative results with online moderation. This approach enabled the client to observe data as it was collected, participate in debriefing sessions, and quickly identify the most promising product positioning and design, leading to quick optimizations for the next round of testing.
View the full case study, here.
2. Getting Quick Insights on Consumers’ Perceptions of Nutrients
A large food producer sought to understand consumer perceptions of various nutrients, such as proteins and carbohydrates, to inform their health and wellness strategies.
Recognizing the need to quickly gather qualitative insights at quantitative scale, C+R turned to an agile approach we’ve developed called Sentiment Surveys, leveraging AI/NLP technology for rapid analysis of open-ended responses.
C+R uploaded the raw verbatims and overnight-coded data to an online portal for the client to easily filter and manipulate, as well as create graphic displays based on the data. Combined with the online portal, C+R’s Sentiment Surveys gathered and identified foundational insights into consumer thoughts on specific nutrients and their benefits. The quick turnaround and flexibility of the online portal allowed the client to make data-driven decisions to better meet consumers’ nutritional desires and plan future research initiatives.
For more details, check out the full case study.
3. Flash Qual – Understanding the Fast Food Diner Quickly and Comprehensively
A top beverage company needed to gain a deep understanding of diners at a specific quick-service restaurant (QSR) chain to enhance customer engagement. Facing a tight timeline, C+R employed an online qualitative discussion board for a quick-turn video ethnography project. Participants uploaded videos discussing their dining experiences, which were then compiled into a 15-minute sizzle reel.
This agile approach provided the client and their QSR partner with direct consumer insights, enabling them to empathize with diners and make informed decisions to improve the dining experience, all in less than a week.
4. Ad Testing: Rapid Response Agile Method for a Major Financial Services Company
A major financial services company’s consumer insights department required a swift, customized tool for early-stage communications testing. Collaborating with the client, C+R developed Rapid Response, an agile research method delivering reliable, repeatable results in less than 48 hours.
Over time, C+R has continued to evolve Rapid Response, enhancing the tool’s predictive capabilities by correlating historical ad test scores with in-market performance, resulting in a +30% increase in predictive accuracy. Ultimately, C+R provided the client with a custom portal, allowing them to make confident, in-the-moment decisions about which ad concepts to pursue. The very definition of agile.
5. Communipanel: An Efficient Way to Stay Ahead of the Competition
A regional wireless service provider sought a cost-effective method to understand the needs of current customers and non-customers. To help our clients answer their key business questions, C+R created an online communipanel comprising approximately 2,000 consumers within the client’s service area.
This agile research solution enabled the client to conduct over 30 qualitative and quantitative research initiatives, including surveys, digital discussions, and pricing research. The communipanel provided quick access to valuable insights, allowing the client to innovate and remain competitive in a rapidly evolving market.
6. Using LiveHIVE to Develop and Optimize Positioning
A large beverage manufacturer was developing an innovative product and needed to determine if the concept resonated with consumers. Consumers also evaluated four positionings for the new product with the goal of identifying the strongest one and optimize it.
C+R Research assisted with those goals by using our LiveHIVE approach, combining quantitative results with online moderation in a live setting. To ignite and propel the qualitative discussions, C+R included Idea Builders™ across webcam focus groups. These participants are idea-fluent, highly articulate, and open-minded. They are skilled at turning insights into ideas. Within a few hours, the client gained a clear story, identifying that combining elements from two resonant territories could optimize the product’s positioning for future success.
Check out the rest of the study, here.
These case studies highlight the effectiveness of agile research methodologies in providing rapid, actionable insights across various industries and objectives. By leveraging agile approaches, companies can make informed decisions swiftly, maintaining a competitive edge in today’s fast-paced market environment. Click here for more information about C+R agile research offerings, or use the form at the bottom of this page to get in touch.
