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Four big trends driving agility in market research

Every business wants to be ‘agile’ in today’s hyper-accelerated world. But what does that mean? Fast, iterative and adaptive agile research is a non-negotiable for companies moving into the next era of innovation work, says Nick Coates. The Agile Manifesto was developed by frustrated software developers in 2001. Instead of document driven and heavy processes, it encouraged rapid and flexible responses to consumer input. In recent years, this has stretched to the area of consumer insight, and agility has now become an urgent imperative in the research process. Fast, iterative and adaptive agile research is a non-negotiable for companies moving…

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