How to take a more agile approach to consumer understanding

Martechnology16 Nov, 2022Business

How to take a more agile approach to consumer understanding By Mark Walker, Revenue Director, Attest Does anybody reading this remember when most new products and technology were developed with the ?waterfall? approach?For those who don?t, here?s a quick primer.In a nutshell, the waterfall approach to launching new products was to try and gather as much information on the end-product as possible, define all its requirements, then go through every phase of the development cycle, before finally launching a fully functional new product to the market.The problem? Very often, the final product wasn?t what the market needed (or wanted), and by waiting until the very end to find this out, incredible amounts of time and money were wasted.