To understand the emotional context surrounding your consumers’ behaviors, consider online approaches where you can ask participants fill-in-the-blank style questions. Instead of asking a series of yes or no questions, having them tell a story can get richer feedback and deeper insights.

Agile market research is all about prioritizing the most important observations or questions so you can iterate as you learn. If your team has a million questions at once, help them to focus on the biggest priority first.  Then, use a Sprint research approach to leverage their answers to drill down further, finding out why your customers feel or act certain ways. Ask participants follow-up questions to solidify your conclusions. Starting with a smaller scope and fewer questions allows you to pivot as you learn, building better results and enabling collaborative decision making.  

To learn more about what you can achieve with an agile research method, check out our Agile Research Guide.