Faster, Cheaper, Smarter: What Agile Research Gets Right (and Wrong)

Agile is one of the most overused and under-defined terms in the industry. But when done right, it can be a game-changer.

What agile research gets right

• Quick turnarounds for iterative learning
• Tight loops between research and action
• Small, focused sprints over bloated, slow projects

Where it often goes wrong

• Mistaking speed for substance
• Skipping strategy for the sake of delivery
• Using "agile" as an excuse to under-resource

Agile is a mindset, not a shortcut. The best teams balance rigour with responsiveness, designing with flexibility but delivering with intent. Because fast isn’t enough – it also has to be smart.