What is Agile Market Research?

Posted by Ray Poynter, 11 May 2017 One of the hottest terms in market research at the moment is the word ‘Agile’. However, there is not a lot of clarity about what exactly it means and how it should best be utilised. Two definitions, with Two Different Derivations One of the reasons that there can be confusion around the term agile market research is that there are two separate definitions, based on two different perspectives and derivations. Agile, as in responsive, a term that has been used in research for many years. Agile, as in the Agile Movement, a modern method of project management often identified with the software industry and concepts like minimum viable product, sprints, and scrums. In this post, I am going to use agile with a lower case ‘a’ for the first of these meanings, and Agile with an upper case ‘A’ when referring to the adoption of the Agile Movement approach to market research. Responsive Research is Often Bespoke Research Using the word agile in its more traditional way, it is often used to describe research that is flexible in the sense of being designed specifically for the needs of a client/project. Whilst this form […]