The agile methodology has become a de facto standard in software development, but now has found its way into the market research arena. The advantage agile brings to the table is its ability to better manage the unplanned events, such as a needed change in advertising copy due to shifting market dynamics. Agile allows researchers to gain quick insights into the market space.
To be quick and nimble agile researchers need access to research panels covering the range of consumers, often on a....