April 2-3, 2019

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Building Insight-Led Strategy and Activation through Agile Qualitative

Room 3 | 10:45-11:15 | Wednesday, April 3, 2019

Building and maintaining consumer insights capabilities that are seen as critical to business decisions isn’t easy. With the demand of more agile development approaches, insights need to reframe perceptions about how the work is done and how it is used to drive business decisions. Otherwise, insights become nice to have, not an integral part of product development, marketing activation or sell-in to retailers.

By delivering deeper insights through agile qualitative, teams can move to the forefront of strategy across the business. Instead of research contribution being perceived as “gravy” or only necessary for big decisions, it becomes the starting point and the North Star for growing the business.

In this presentation, Tillamook Director of Consumer and Shopper Insights Carrie Ericksen and Digsite CEO Monika Wingate will discuss how agile qualitative methods like sprints are playing a key role in improving marketing and product innovation outcomes.

Carrie will also share Tillamook’s story of organizational change. Hear about their series of wins over the past three years that has codified the value of insights and how applying agile qualitative capabilities led to Tillamook increasing sales of their shredded cheese products by 25 percent.

Presentation type:

  • Case Study Presentation

Subjects covered:

  • Effective vendor/client relationship management
  • Assessing marketing research technology vendors
  • Customer experience
  • Storytelling/data interpretation
  • Industry trends – future of marketing research
  • New techniques – qualitative and quantitative


This practical session will cover:

  1. Changes your insights teams can make to stay at forefront of strategy across the business.
  2. How agile qualitative methods like sprints can improve business relevancy and outcomes.
  3. How to get started championing change in your company.


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