In today's fast-paced modern life, it is crucial to build capabilities that are faster and more flexible than ever before. Modern capabilities must keep up with the accelerated need for deeper insights and an unwavering commitment to understanding people's experiences and values to deliver successful innovations.

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AGILE IS :
- A New Mindset.
- Bias towards learning before acting (Investigate more, validate less).
- Enabled by Digital technology.
- Embracing people's new behaviours.
- Going small & focused makes it deeper, faster and easier to iterate/pivot.
- Higher engagement from team members (more creativity) & stakeholders (more decisions).

AGILE IS NOT :
- A static method nor driven by methodology.
- Quick & Dirty research.
- About Speed - agility # speed - (speed is a side benefit).
- Limited to Qualitative research.
- Switching current methods to digital platforms.
- Aiming to replace "standard" approaches by down graded versions to make it cheaper.

MINDSET - the Agile challenge :
- Impacting more parts of the organisation.
- Creating a research evangelists spirit.
- Democratising research.
- Getting a seat at the table.

Best Practices :
- Stay focused; keep it simple.
- Always keep the decision in sight.
- Keep non-researchers involved.
​- Think process over project.

Setting Yourself up to success :
- Tailor with extra care your research design.
- Consider all tools available to access to the target with "no" bias - Understand/measure the Full Experience.
- Research to Learn about people, not asking people about your ideas!
- Involve the whole team (and wider if possible) to unleash insights (don't think that data/observations/analysis from the study are insights).