This report highlights the importance of agility in market research during times of change. Companies like Uber Eats and Chobani have successfully adapted their research efforts to uncover critical insights and respond to changes in their markets. The report provides practical guidance on how to use real-time feedback to take rapid action, including focusing on areas that need real-time insights, prioritizing and testing quickly, aligning research with mission, and collaborating with teams. The authors stress the need to face challenges head-on and avoid research paralysis in order to deliver impact with research insights.
