Marketing Research SIG
Topic: Pivot to Leaner, More Reliable Market Research Approaches
Facilitator: Danielle Koval, Assoc. Innovation & Growth Strategist, The Garage Group
Pivot to Leaner, More Reliable Market Research Approaches
The pace of research is getting faster and faster, and it is more important than ever to consistently keep the consumer at the forefront every step of the way. The last thing you want is for this to happen:
After conducting many focus groups, we thought the product we developed would have traction. But we were asking if people liked it and thought they would buy it, instead of mocking up the product and putting it out into real-world contexts and seeing what happened. When the product got to market, nobody bought it – and we were shocked – because the opinions in the focus groups had been so favorable.
We hate hearing stories where teams felt false confidence in a product, service or business model idea, only for the idea to not have true product-market-fit. Misleading research is avoidable by pivoting the research setup and testing Leap of Faith Assumptions, the startup-minded scientific-method-meets-market-research way of behaviorally vetting product, service, or disruptive new business model prototypes.
Learn about the tools that we use to test Leap of Faith Assumptions and more, as we discuss ways to pivot to leaner, more reliable market research approaches.
Questions we’ll cover:
- Why should researchers care about startup minded research?
- What decisions does transactional research help you make?
- What is MVP based transactional research?
- Why does MVP learning matter for businesses and what implications does it have on market research?
- What are some examples of MVP learning in use?
- How can a brand, agency, or individual implement transactional research?
About The Garage Group
We are a battle-tested, Lean Innovation and Growth Strategy Firm that has spent the last 7 years leading Bigcos like Nike, Procter & Gamble, PepsiCo, and American Express to apply startup-inspired approaches against their toughest innovation and growth challenges. We pragmatically integrate the best frameworks and principles from tried and true approaches like Design Thinking and Jobs to be Done, with newer startup-inspired approaches like Sprint, Lean Startup, and Agile in order to enable teams to think and act bolder.
Danielle Koval is an Associate Innovation & Growth Strategist at The Garage Group, enabling companies like Kimberly Clark, Kelloggs, and Nationwide to develop world-class research insights and consumer feedback so they feel confident in taking new ideas and products to their leadership team–and ultimately to market. The best part of her job is witnessing her clients realize that by taking their extensive knowledge, adding new tools, techniques, and thinking, they can innovate quicker than they ever thought possible.
About this SIG: Forum for marketers and marketing researchers to network and discuss innovation, marketing research trends, and methodologies. Meetings are held on the 4th Wednesday of the month.
Thanks to our partners: