Agency SelectionBest PracticesMarket Research

Stale Research Alert: When Price Is The Only Difference

When selecting a market research agency to carry out a project, many people buy on price. Often, the proposals from different agencies show similar methods, sample sources, and timelines. So of course you pick the least expensive.

Using price as the selection basis is simple and comfortable.

So here’s the catch: if you are sending RFPs only to agencies that come back to you with similar ideas, it’s time to rethink your short-list.

These days, there are innovators out there. Agencies using cooler tools, applying newer sample quality processes, and even offering new deliverables. Their methods may push you out of your comfort zone. Their proposals may be harder to read because they won’t be full of the same boilerplate you’ve been seeing for years.

But if you want research that will have an impact, break you out of a market research rut, and create more excitement among your internal clients at the end of the day, it’s time. Create a new agency short-list that includes innovative firms, perhaps even a few that you are skeptical about. You may be pleasantly surprised at the options they offer you.

[If you’d like help rethinking your agency short-list, I can help. Contact me at 508.691.6004 ext 705, or]

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Kathryn Korostoff

Kathryn Korostoff is founder and lead instructor at Research Rockstar. Over the past 25 years, she has personally directed more than 600 primary market research projects and published over 100 bylined articles in magazines. She is also a professor at Boston University, where she teaches grad students how to analyze and report quantitative data.

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