The Rise of Agile Market Research

In the age of big data, a company’s approach to research can be the difference between success and failure.

Market disruption is the status quo

In the struggle for survival, the fittest win out at the expense of their rivals because they succeed in adapting themselves best to their environment. —Charles Darwin

52%

of Fortune 500 companies have disappeared in the last

15 years1
Logos of now defunct brands fading
Logos of now defunct brands fading
Chart of ride hailing overtaking taxis Chart of ride hailing overtaking taxis

Market research needs to keep up

Market research and breakthrough insights fuel disruption. But traditional market research fails to deliver insights fast enough given the modern consumer.

Our attention spans are short

Humans:

8 seconds

Goldfish:

9 seconds3

Traditional approaches are slow

Traditional Market Research Projects:

7 weeks

Web Surveys:

4 weeks4

By the time researchers get results back, customer preferences may have shifted which means fueling organizations with the wrong insights.

Agile is helping researchers get to breakthroughs faster

Agile methods are being implemented across all areas of a business to help companies move fast.

Success rates in software over the last 30 years

3X

for average projects

VS

6X

for complex projects5

Agile approaches in business have netted similar results.

John Deere sped up prototype development by
75% 6
NPR applied agile organizational wide to manage a budget shortfall. Now they are one of the
top 10
most agile brands in the US.7

Agile methods are now being applied to market research too.

76%
of market researchers plan to increase the adoption of agile methods during the next
12 months 8

Results of modern agile research

Agile technologies and approaches lead to real results.

Amazon’s adoption of agile and
$17 billion
investment in market research is a key ingredient for market domination.9
Citrix gained
20%
more research productivity.10
Vivint saved an average of
100 hours
per month building and distributing surveys.11
See how Qualtrics’ solutions can help you modernize your market research approach. Schedule a demo today.
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  1. https://hbr.org/sponsored/2017/07/digital-transformation-is-racing-ahead-and-no-industry-is-immune-2
  2. https://www.certify.com/Certify-SpendSmart-Report-Story-Infographic-Q1-2018.aspx
  3. http://time.com/3858309/attention-spans-goldfish/
  4. http://dimensionalresearch.com/blog/2009/06/22/how-much-time-does-a-market-research-project-take/
  5. https://www.bain.com/insights/agile-innovation/
  6. https://hbr.org/2016/05/embracing-agile
  7. https://www.nationalpublicmedia.com/news/npr-named-top-10-most-agile-us-brand/
  8. https://greenbookblog.org/2017/11/21/4-agile-market-research-techniques-to-expect-in-2018/
  9. https://www.insightsassociation.org/article/how-amazon-drives-growth-through-agile-market-research
  10. https://www.qualtrics.com/wp-content/uploads/2014/03/Citrix.Research-Suite.pdf
  11. https://www.qualtrics.com/wp-content/uploads/2015/01/Vivint-case-study.pdf