Overarchingly, agility represents the capacity to accelerate, decelerate and change course, and the flexibility to control direction and positioning all while maintaining momentum. Undoubtedly agility has become more important in the past few years; in particular, since 2020, when the pandemic hit and almost every business had to change strategy overnight. To illustrate the importance of agility, 64% of our clients globally cite ‘becoming more agile’ as a key business priority. At Kantar, we’ve been busy over the past few years evolving how we work to support the agility agenda of our clients. Within this playbook, we share some examples of how an agile mindset is changing the shape of research, insights, marketing and strategy.