User Experience-Testing in the Digital Age: How agile research enables our industry not only to stay relevant but increase our business impact

This paper argues that market research on both the agency and client side needs to adopt agile project management principles in order to enable true customer centricity and a more flexible and future-proof approach.

User Experience-Testing in the Digital Age: How agile research enables our industry not only to stay relevant but increase our business impact

Till Winkler, Sebastian Schmidt

Introduction

The digital revolution transforms working processes at research buyers introducing principles such as Scrum and other agile project management techniques. We will make transparent what has already changed at our clients and why and how the research industry has to adapt to those changes by becoming agile. We will demonstrate this by using case studies in the field of User Experience research. However, we see the field of UX research as prototype for...

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