strategy

FIVE AGILE MARKET RESEARCH COMMANDMENTS [#Agile #AgileMarket #AgileMarketResearch]

COMMANDMENT #1. VALIDATION OF A HYPOTHESIS AND IN-DEPTH KNOWLEDGE OF THE CONSUMER
COMMANDMENT #2. THE FOCUS IS ON THE CUSTOMERS AND USERS
COMMANDMENT #3. LEARNING BY DOING
COMMANDMENT #4. FLEXIBLE PLANNING THAT DOES NOT COLLAPSE UNDER CHANGE, EFFICIENT REACTION TO CHANGE
COMMANDMENT #5. EXPERIMENTATION VS GUESSWORK

COMMANDMENT #1. VALIDATION OF A HYPOTHESIS AND IN-DEPTH KNOWLEDGE OF THE CONSUMER
The opinions or intuitions of a team have a residual weight on the decisions we make, and Agile marketing shifts the weight from these bouts of inspiration to a solid base on data and information. This does not mean that we should not use our intuition or be inspired, but that we would have data that backs up our inspiration, leading to better results.

COMMANDMENT #2. THE FOCUS IS ON THE CUSTOMERS AND USERS
The entire organization is centered around the premise of fulfilling the needs and requirements of its main stakeholder. In this sense, they function in “silos” and the highlight on departmental indicators of success become secondary: teams work in unison to optimize the offer.

COMMANDMENT #3. LEARNING BY DOING
With the possibilities of measuring the results that online marketing allows new Agile research methods, it is not necessary to wait for the finalization of a large marketing campaign to obtain the results needed to evaluate the success of the strategy. We do not need to postpone the learning process for our team, and can immediately correct course as we see potential issues crop up. We incrementally improve, in small steps that become bigger as we go.

COMMANDMENT #4. FLEXIBLE PLANNING THAT DOES NOT COLLAPSE UNDER CHANGE, EFFICIENT REACTION TO CHANGE
In volatile and changing atmospheres it is essential to adapt marketing plans to the day to day reality of the industry, and former monolithic structures need to be able to adapt to this newfound pace. In this context, the market and customer are 2 key pieces that create a feedback loop and generate this “voluble” reality. The start-up model, especially within tech, is a clear example of how we evolve from an initial concept to the final offer.

COMMANDMENT #5. EXPERIMENTATION VS GUESSWORK
Agile marketing advocates for small steps that can be validated in someway before working on huge projects. In this way, we decrease risk, validate our hypothesis, and rely on data. Ultimately, we take an empirical approach to designing campaigns, products, and strategies.

Why risk taking a decision with high risk returns, when we can validate the idea a priori by referring to the people that matter most to our survival?

Why not introduce the customer to our work process, to give us feedback and curb mistakes preliminarily?

This change of perspective makes a huge difference in how a brand is able to perform, simply because they have the necessary information to act on their shortcomings.

Investing in ad-hoc, sequential research that is centered around key questions that arise day by day, becomes the most adequate way to respond to dynamic environments.

The big challenge and the only viable path for companies is the constant adaptation to the needs of the customer / user, who is more demanding and informed, and therefore has the facility to explore what is on offer and will demand a better service and product from us.

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5 Agile Market Research Commandments:
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