One way to incorporate iteration into your research is to have participants post responses privately, and then have them to view others responses and "like" and comment their favorites. While one person’s experience might not have been top of mind for others, encouraging “likes” and comments helps you get a more accurate view of consumers shared beliefs and experiences, as well as unique experiences that others might be interested in.

Sometimes the best way to optimize that list of features you are building (or benefits, varieties, solutions etc.) is to diverge with consumers before having them respond to your list.  For example, ask them to share an example of a product feature they wish they had. Then pick any that complement your list and add them to a voting activity where participants can pick the most important among a broader set of solutions.

When you're designing your research study, consider how to build and learn simultaneously. If you schedule time during your research for your team to gather and review initial results, you can quickly build or revise stimuli to share back with research participants. This approach offers the value of two phases of research built into one.

Agile research platforms like Digsite have instant reporting to collect and share key charts, quotes, photos and video. 

Iteration Work Sessions help teams move faster and reduce rework later in the development cycle. 

Agile research works best when you can capture emotions, context, and attitudes. But that doesn’t need to happen face to face. Short unmoderated videos are particularly useful to share emotional reactions show specific situations or issues. You can also have consumers capture shopping or usage experiences.  Agile research platforms offer automated video transcription and text to clip reel analysis tools, making it faster and easier than ever to analyze video results and share findings.

Capturing and understanding consumer experiences are a critical part of agile insights. Whether you’re looking to develop new solutions or improve current products or services, your success depends on understanding and empathizing with customers’ experiences.

Rather than just asking participants to describe an experience, have participants actually show you their interaction with a product/service through video. Combine live video interviews with online tasks or conversations to get deep insights. You can also record the journey of experiences over days or weeks—for longer purchase cycles or extended product usage. Drill deeper into emotions, context, and concerns with agile research.

Once you capture experiences firsthand, you can show early solutions to see how they address the customer’s challenge.  By evaluating solutions against in-context information about your customers’ attitudes and behaviors—you can understand the nuances that make the difference between mediocre and world-class solutions.