By definition, the word “agile” simply means to move quickly and easily. Technology and social media make our environment more dynamic than ever, so clients must be agile in order to adapt and change to the fast-paced, ever-changing customer environment. Tighter budgets and shorter timelines add to the need for agility. Market research suppliers must be able to adapt to the clients’ needs, which often means being able to provide quality insights at a lower cost and within a shorter period of time (versus more traditional research).
Is fast and cheap agile? In a way, it is. But by our definition, it’s not truly agile research. Read more