Marketers should use agile research

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 25, 2021, 3:34 PM GMT+0

Agile research method is a fast and cost-effective method that can be leveraged by non-researchers.

Conducting user research can help marketers better understand how people will interact with digital experiences while building the decision-making process around feedback. There are various types of user research methods like usability testing, agile research and expert-driven research.

Usability testing techniques include moderated and unmoderated usability testing, eye tracking and heat mapping. Though many usability testing methods are rapid and cost-effective, it is more useful when a digital experience is either close to release or released.

While agile research can be conducted before product development, insights gathered from agile research methods can also help product managers, UX designers and developers ensure they are actually solving people’s problems. In contrast, expert-driven user research is thorough, gathers in-depth feedback but slow and often more expensive than other methods.

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