1. Matt Warta
Co-Founder & CEO
@GutCheckIt
Researching Like It's the 1990's?
Get Agile and Leap to 2013.
Brad White
Partner
@ProphetBrand

2. Welcome
• This session will be recorded
– Link to recording will be stored on GutCheck and
Greenbook websites and a link will be sent to all who
registered.
• Presentation time will be kept to ~30 minutes
• Submit your questions during the webinar
– We’ll leave about 15 minutes at the end to answer them

3. Only 11%
Use Customer
Feedback To
Make Business
Decisions.

4. What Are They Using Instead?
Intuition & Experience
Internal Conversations
One-on-One Conversations

5. Why is Research Not Used More
Often?

6. • Insights from specific consumers in days (vs. weeks)
• Generate 3 – 5x the feedback of a typical research project for
the same budget
• Funnel and refine multiple concepts to improve likelihood of
success in the marketplace
On-Demand Quant / Qual Enable a
Holistic Agile Research Methodology

7. How Do I Use Agile Research?
CONSUMER
EXPLORATION
3rd PARTY
VALIDATION
ON-DEMAND
INSIGHTS
(A FEW DAYS)
PRODUCT OR
MARKETING
INITIATIVE
TIME-CRITICAL
QUESTIONS
LEARN
(IMMEDIATELY)
TEST & REFINE
CONCEPTS
(ABOUT 1 WEEK)
AGILE CONCEPT
OPTIMIZATION
AGILE RESPONSE
OPTIMIZATION

8. Agile Research Case
Studies

9. Business Context:
Highly publicized story challenging core
marketing claim of quick-service restaurant
chain made its way through traditional and
social media.
Study 1: Quick Service Restaurant Chain
Business Question:
What is consumer awareness level & trends
and how do we maintain loyalty?

10. Oh _ _ _ _!
A consumer is
challenging a core
claim on Facebook!
…and now it’s on
the evening
news…with pics!
What do we do?!
Trusted partner to
collaborate on
solution
Key questions:
- Awareness
level?
- Sentiment?
- What do we do
about it?
- How much do
we do?
Not sure what
we’re going to find
out…good thing we
can quickly adapt
and flex our
research as
needed.
Iterations 1 & 2:
- Awareness tracking
- Sentiment exploration
- Response ideation
- n = 200 qual / 1000 quant
Iterations 3 & 4:
- Response creative testing &
optimization
- n = 200 qual / 1000 quant
Iteration 5:
- Final response testing
- n = 100 qual / 1000 quant
Study 1: Quick Service Restaurant Chain
BUSINESS
CHALLENGE
STUDY
DESIGN
ON-DEMAND
INSIGHTS

11. Results:
Vast majority of consumers exhibited same
sentiment / intent to visit and did not spread
story. Small number were affected negatively
prompting placement of in-store displays.
• 5 unplanned studies in 3 weeks (n > 5,000)
• Tracking data was very reliable giving client high confidence in
insights and actions taken and not taken
• Creative response changed significantly through iterations;
consumer feedback = mash-up of original concepts
GutCheck/Google combo was really the only viable
solution:
Study 1: Quick Service Restaurant Chain

12. Business Challenge:
Study 2: Household Products Manufacturer
Develop, refine, and pick a set of new product
concepts for liquid dish soap.
Gauge consumer response to and understanding of
key aspects of 10 different product concepts including
naming, packaging, fragrance, and claims.
Research Objective:

13. Refine, and pick a
set of new product
concepts for liquid
dish soap.
Develop options for
consumer
interaction on:
- Product name
- Package design
(bottle, label, liq
uid color)
- Fragrance
- Lead claim
- Secondary
claims
Iteration 1:
- Concept language and core ides
- n = 40 qualitative IDIs
Iteration 2:
- Packaging and fragrance alignment to
concepts
- n = 40 qualitative IDIs
Iteration 3:
- Insights, benefits, names and claims
- n = 40 qualitative IDIs / 600 quantitative
Iteration 4:
- Final integrated bundles including
packaging structure and design, name,
claims, concept
- n = 30 qualitative IDIs / 1200 quantitative
Study 2: Household Products Manufacturer
PRODUCT
INITAITIVE
STUDY
DESIGN
TEST & REFINE VALIDATION

14. Concept Refinement:
Study 2: Household Products Manufacturer
• Does the insight resonate?
• Are the benefits compelling and differentiated?
• Is it believable?
• Language likes/dislikes?
Sample
Output:

17. Findings resulted in
strong pipeline:
• Bundles evolved and improved
substantially throughout
• Provided insight-driven
recommendations to the
packaging firm, fragrance houses
and internal research
department.
• Process resulted in 2 “home-
runs” that exceeded action
standards and were launched in
the market
Study 2: Household Product Manufacturer
Speed
Control
Value

18. 18
Time-Critical Questions
• Answer burning questions /
respond to crises
• Insights in few days
• 60 – 80% more affordable than
an in-person research project
• Equivalent quality to traditional
research communities
Product and Marketing Initiatives
• Funnel and refine concepts to
improve likelihood of success
• Multiple concepts tested / refined
in about a week
• 3 – 5x the sample of traditional
methods for the same budget
• Equivalent to or better quality
than traditional research
communities
The Value of an Agile Research Approach

19. Question & Answer Session

20. Thank You!
@GutCheckit
Matt Warta, Co-Founder & CEO
matt@gutcheckit.com
(303) 877-8684
@ProphetBrand
Brad White, Partner
bwhite@prophet.com
(404) 432-5572
Join the ‘Agile Market Research’
group on LinkedIn