Q&A: How to Hire & Manage Market Research Agencies
Excerpts from the book, How to Hire & Manage Market Research Agencies.
August 12, 2009
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Excerpts from the book, How to Hire & Manage Market Research Agencies.
If you’re thinking about having non-researchers help out with customer interviews, it is certainly viable. And has some real benefits. But watch out for these common roadblocks.
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.
In my experience, most market research cynics are simply people who have been burned in the past by bad research. It happens. So they need to be shown ample evidence that this research was done thoughtfully, with the best possible choice of sample source, methodology, and analysis techniques.
You’ve just spent weeks, maybe months, executing a great primary market research project. You created a final report that just sings (insert angel chorus sounds here). It’s full of insights
I feel for Market Research Managers in charge of Brand Awareness trackers. It’s not as easy as it used to be. As the number of means by which brand awareness and familiarity are influenced increases, our ability to measure their impact becomes more difficult. Sure, you can still efficiently measure absolute awareness levels, but how useful is that if you don’t know what is driving them?