Agility? Yes, but…..


Agility – wasn’t that last year’s buzz word? Currently replaced by AI, bots, IOT, automation…..

Sometimes it seems we are collectively driven by the sponsorship and advertising messages of well financed start-up or tech companies – we fail to see the wood from the trees.

So here’s a hypothesis: speed is nothing without business impact.
It’s actually a take on the Pirelli ad line from way back – “Power is nothing without control

Agility is more than about speed – but still.

Check out the 2017 GRIT report’s ranking of 21 factors impacting on Market Research Success, using a Max Diff approach – “fast results” is ranked 12 out of 21.

Flexibility – another component of agility – is ranked 11.

You can download the full Report here – – check out p 61 and p 62.

What’s top of the list?

– 1. Delivering consultative recommendations
– 2. Clear storyline and thirdly
– 3. Measurable ROI.

Business impact is where MR has to deliver – speed is way below. Interesting. As is the relevance/ ranking of “low price”, but that’s another (relative) story…..

I’m not suggesting that we can kick-back and engage in a “slow-is-beautiful” moment – there is plenty of clientside evidence suggesting speed is indeed key.

Research World’s June 2017 issue “Beyond the Horizon” for example quotes Unilever’s Global VP of Consumer and Market Insight BV Pradeep envisaging what MR will look like
ten years from now:

“The process of having a briefing, then data collection, analysis and reporting, and then action may begin, is already collapsing. We’ll come to a point where there are a few seconds between, then it’ll approach being instantaneous”

Speed is definitely an issue. But it’s an enabler, a “how” factor rather than a “what” – speed without clarity or impact isn’t per se valuable.

We’ll be updating you more in the coming weeks about our own – yes, QUAL – approach to how we can help clients get actionable insights faster by implementing automation processes, without sacrificing quality, harnessing digital power to the magic of face-to-face.

Curious? Well, watch this space!

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