This case study will show how agile qualitative methods were used to engage startups and senior b2b decision makers in the US and UK. By compressing discovery and concept development into one phase, Setapp, the client, and their agency, Droga5, had robust brand strategy guidance in just a few weeks.

You will learn how to achieve qualitative research agility without compromising its integrity; how to get in-context feedback from participants' natural environments; how to get greater depth and more contributions from each participant; and how to conduct on-the-fly collaborative analysis for iterative concept development.