四種方法讓敏捷研究成為創新的推手

在當今超高速發展的世界中，“敏捷”(agile)是每個企業，每個行銷人員和每個研究人員都想要的。但究竟什麼是敏捷性呢？它只是意味著快速與靈活嗎？還是，還有更多呢？In today’s fast-moving, shape-shifting world, it seems virtually every business, every marketer, and every researcher wants to be agile. But, what exactly does agility mean? Or, is there more to it?
益普索全球調查發現，只有24％的消費者認為品牌有續地創新並提供新的產品。更有高達94％的全球高階管理人員不滿意其組織的創新績效(McKinsey, 2015)。因此需要提出新一代的敏捷研究方法來幫助行銷人員更好地執行創新。
 
我們的觀點是，敏捷研究將以四種方法發展：
1. 研究品質(Research quality) 將與速度一併提供
2. 社群智慧(Social intelligence) 將應用於產品開發
3.人工智慧(Artifical intelligence)將有助於促進反覆研究
4. 模組化創新方法(Modular innovation approaches) 將更普遍地被運用
 
An Ipsos global survey found that only 24% of consumers felt that brands deliver regular innovations and products. On top of that, 94% of global executives are dissatisfied with their organisation’s innovation performance. This report seeks to chart the rise of agile research and the seismic change it will bring to innovation.
It argues that agile research will evolve in four ways:
1. Research quality will be delivered along with speed
2. Social intelligence will be leveraged in product development
3. Artificial intelligence will help facilitate iteration
4. Modular innovation approaches will become more prevalent

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