Agile methodology is based on iterative and incremental development. The requirements and solutions evolve through collaboration between teams that are self-organising and cross-functional, involving all stakeholders. The agile market research approach contrasts with the common "waterfall model" of specifying objectives followed by project design, followed by implementation, followed by deliverables. The agile method aims to gather feedback from the customer (the internal or external client) through early and continuous delivery. The "aha moment" actually occurs several times along the way, allowing for learning to take place continuously and questioning to be refined as the research proceeds. The benefits of Agile, iterative learning and the future path of research will be covered.
Agile methodology is based on iterative and incremental development. The requirements and solutions evolve through collaboration between teams that are self-organising and cross-functional, involving all stakeholders. The agile market research approach contrasts with the common "waterfall model" of specifying objectives followed by project design, followed by implementation, followed by deliverables. The agile method aims to gather feedback from the customer (the internal or external client) through early and continuous delivery. The "aha moment" actually occurs several times along the way, allowing for learning to take place continuously and questioning to be refined as the research proceeds. The benefits of Agile, iterative learning and the future path of research will be covered.
What divides exist in a developing country like India and how are researchers handling these divisions? India faces cultural and socio-economic barriers such as: generations (from boomer to zoomer); locations (urban, rural and everything in between); languages; and technologies (haves and have-nots). All have the potential to give rise to social inequality. What are the implications for market research (and democratic participation in society as a whole)? This paper explores strategies for connecting with the silent majority, using technology to increase respondent touch-points, and generating a larger popular voice. As the convergence between research and technology continues, it is in the best interest of research to look at the various divides at hand and examine potential responses.