Excerpts from the book, How to Hire & Manage Market Research Agencies.
Excerpts from the book, How to Hire & Manage Market Research Agencies.
For example, a customer satisfaction research design meant to provide inputs to executive bonus calculations will be different than one designed primarily to inform organizational performance goals. In fact, any consultant or sales person who tells you their approach is the only legitimate one is only interested in sales—not insights.
The market researcher who clings to conventional surveys and focus groups like a life raft on a turbulent sea is going to drown. Those who judiciously add various social media and ethnographic-based methods along with some of the other fabulous new qualitative research tools out there will be able to navigate through the storm—and best help clients choose the methods (or mix) for their unique needs.
Has your market research budget been cut? If so, one of the programs most often impacted is Customer Satisfaction tracking. For firms accustomed to tracking on a continuous or quarterly basis, cutting back on this program is often a necessary, though unfortunate, reality.
Are you thinking about a market research project? If so, you may be debating whether you should hire an outside market research agency or do it in-house.
Of course, working with a market research agency is a big investment. Depending on the scope of your project, you may be looking at a $50,000, $100,000 or greater budget. Then again, a DIY approach can also add up—perhaps far more than you expect…
Market Research is a big investment: taking the time and money to do it right. So how can you make that go/no go decision with confidence? Complete these 4 easy tasks and you’ll be in good shape.
