Agile Market Research for Continuous Evaluation

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Let's go back to our company that wants to produce running shoes. If we wanted to present pricing information to our stakeholders, we could structure it like this:

We looked at what shoes avid runners prefer and why. The best shoes tend to be more expensive than the average ones. We asked in focus groups and interviews.
Participants told us that they are willing to invest more money in a good pair of iran email list shoes. High quality matters more than a lower price. Along with that, runners who pay more expect durability.
Based on this data, our business could benefit from using quality materials and manufacturing processes, instead of cutting costs with cheap materials and labor. We could improve our marketing strategy by highlighting the high-quality materials and care we put into producing each pair of shoes.
After making changes to your business or marketing plan, continue your research to see if your strategies are successful.


Agile market research is a great way to track the moves you’ve made, based on your in-depth market research studies. While it’s not a replacement for in-depth market research, it allows you to test hypotheses, get feedback, and make quick changes.