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.