Name: Adopting Agile mindsets to build a new market research future
Uploaded: 2022-09-23T12:41:22.394Z
Duration: 1346.45
Description: Agile is one of the latest buzz terms in business likely here to stay for good. In our latest interview at The Market Research Event in Nashville, Doug Healy from PepsiCo explores Agile mindsets and how vital Agile has become to the Market Research industry in order to stay competitive in this ever-changing, uncertain world we live in.

Adopting Agile mindsets for research marketing.vtt

English

Hi, I'm Jordan Thorne and
we're here at TMRE 2021.

He's the senior director of
consumer insights for sports

So tell me a little bit
about yourself in your role.

I've been in insights as a
function for my entire career.

The day I graduated undergrad,
I went into insights.

I've been with PepsiCo
for about 11 years.

So sports and fitness business
unit is Gatorade, Propel

And our team really, we lead
insights across the board

So we're talking about
upfront strategy, long-term

Everything is inclusive to
what our team could provide.

Incredible, and what led you to find
the insights community of interest?

I was a history major who
didn't want to be a teacher.

And there was an internship
open at a research company.

It's all about knowing people
and what motivates people.

Lots of people think of
research and insights as data.

And data is a thing, sure, but
it's about understanding humanity.

And ultimately we, we use
it to motivate people to

But there's just such a deep touching
point to understanding how we all work.

That I don't know, just naturally
as a curious person, this

industry just never, it never
stops providing new, to me.

There's always something
more to learn about people.

Can you tell me a little bit about
agile market research transforming

We look at it as two
different ways, right?

The example I gave in my
presentation is using Bruce Lee.

There's unanticipated
things that happen that you

And theres been just this wealth
of research in techniques recently

that allow us to do things,
like we didn't plan for this.

We have to get this information
fast and we spend so much

These really fast, quick tools to help
us answer individual questions in a way

And then I will say the other part
of agile is Bruce Lee also has

Water flowing in a stream, it doesn't
change direction when it hits a

rock in the river bed, it flows
over it, it adjusts to the form.

And what that means for
us philosophically with

research is agility is also
about foundational research.

It's also about still doing
big projects in the upfront.

So that six months later, when that
unanticipated will thing happens, we

So it's this combination of fast, quick
methodologies that the industry is

becoming so good at right now, along
with really the foundational work of

insights, which is like getting deep
enrich with consumers in as big of

Sort of the agile is becoming the
future, but there's still that

need for those big projects and
those kind of that work beforehand?

It's one of my one of my pet peeves
is nothing is ever one thing.

And I think all industries and
all companies tend to do this

It's like the future is
X and the future is X.

Like agile research platforms
are so, at PepsiCo, we are

And we are living it every single
day, but that doesn't mean we're

And that's where I think we just
have to make sure we're balancing

things out appropriately to see,
what are these big, quick short-term

wins we can get, paired with
the really strong foundational

Can you name some of the best
or most creative market research

tools in terms of adapting to the
changes of the last two years?

We have a really great
relationship with Zappi.

What I love about what we're able to
do is it isn't a set methodology here.

This is the platform through
which you will do all your work.

And that's what I think is
so cool about a lot of these

Because before research was,
this is how you do an ANU.

But here it's what's
best for your company.

What's best for the questions you're
asking, the consumers you're talking

to, let's design the method to you
rather than have you adjust to the

And that's what I think is
really exciting is this level

of personalization to the
organization, to the need, that we

Expert Insight

Agile is one of the latest buzz terms in business likely here to stay for good. 
In our latest interview at The Market Research Event in Nashville, Doug Healy  from PepsiCo explores Agile mindsets and how vital Agile has become to the Market Research industry in order to stay competitive in this ever-changing, uncertain world we live in. 

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xsmall_Doug Healy.jfif

Doug Healy.jfif

Doug Healy

Senior Director , Consumer Insights - Gatorade 

Using Bruce Lee as a philosophical reference, Doug Healy discusses how Agile market research allows fast, quick methodologies but
Nothing is ever one thing.

Chapter 1: Agile transforming market research

Healy discusses PepsiCo's partnership with Zappi, and the collaborative building-together methodology that makes tools like Zappi so beneficial to an organization. Stating that it's all about applying the method to you, rather than a boxed up approach.

Chapter 2: Adaptive market research tool Zappi

An agile mindset doesn't forget where you came from. Healy talks us through a few key areas Market Researchers need to be mindful of when adopting an agile mindset, to ensure its successful use.
Doug also offers best-practice tips when discussing how important it is to maintain the objective when building out your agile market research studies.

Chapter 3: Best-practice in adopting an agile mindset and the use of MR to pivot and reinvent products and business models

Healy comments that companies are flying blind at the moment, as a direct effect of the uncertainty brought about because of the COVID-19 pandemic.
He argues multiple scenarios need to be prepared in order to be agile and act quickly, in order to change the narrative from disruptor to disrupted in 2022.


Chapter 4: Going from disrupted to disruptor post-covid

The way we work today looks much different to the way it looked 18 months ago. The COVID-19 pandemic has transformed our lives and the importance and values we expect to see in the companies we work for.
Doug Healy explores the shifts companies are having to respond to in order to adapt and retain talent. Offering examples of creative ways his own organization and team are trying to create an engaging, flexible and evolving workforce.


Chapter 5: The future workforce

Finding diverse market researchers can be challenging for those looking to recruit a more diverse workforce. Healy confronts some of the real truths and challenges companies face and urges active forward action to overcome the problem.


Chapter 6: Embedding diversity in market research

Healy predicts what he thinks will happen in Market Research as the world opens up again post-Covid.