Agile customer research requires leadership support
This article was based on the interview with Todd Horvitz of HP by Greg Kihlström, MarTech keynote speaker for The Agile Brand with Greg Kihlström podcast. Listen to the original episode here:
Agile customer research requires leadership and collaboration to be successful in today’s fast-paced business environment.
The podcast interview highlights the importance of research leaders taking control of the research budget, bringing stakeholders along on the journey, setting norms for the research team, and establishing when to use agile methods and when to use more robust approaches. These actions require strong leadership and collaboration within the organization to drive the adoption of agile research practices.
First and foremost, research leaders play a crucial role in championing agile research within their organizations. They must have the authority to allocate a centralized research budget to support agile processes and approaches effectively. Without the necessary resources, it will be challenging to implement agile research methods successfully. Research leaders also need to bring stakeholders along on the journey by helping them understand the benefits of agile research, such as speed, agility, retention of knowledge, and overall company success. This collaborative approach ensures that everyone is on board with the changes and can see the value in adopting agile research practices.
Additionally, research leaders must set the norms for the research team and give them permission to experiment with new approaches. This requires a culture of innovation and a willingness to try new methodologies to improve research outcomes. By empowering the research team to explore new ideas and techniques, organizations can stay ahead of the curve and adapt to changing market conditions effectively.
Furthermore, research leaders must establish when to use agile methods and when to use more robust approaches. Not all decisions require a fast turnaround, and some may need a more thorough and comprehensive research process. By determining the appropriate approach for each situation, research leaders can ensure that the organization is making informed decisions that will have a significant impact on customers and the business as a whole.
Embracing agile research methods is essential for businesses looking to stay competitive and drive growth in today’s rapidly changing market. By investing in the right tools, creating a clear plan, addressing internal resistance, and fostering a culture of agility, organizations can effectively leverage agile research methods to gain valuable insights, meet the needs of their customers, and drive innovation in their industry. Leadership and collaboration are key components of successful agile research implementation, and research leaders play a vital role in driving this change within their organizations.
