Rethinking Agency Relationships: A Roadmap to Research Success
shared by FlexMR on Jul 12
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The relationship between market research buyers and suppliers has always been notoriously tough to manage. Some of the existing tensions are highlighted in the 2016 Q1-Q2 GRIT report. From agency frus...
trations of the project based nature of research, to buyer frustrations that stem from a lack of tangible outcome. It’s clear there is a need for a better way.
But what exactly is that better way? That is a difficult question to answer. But we believe it starts with a firm outline of the roles and responsibilities of both research agency and internal research teams. Too often these functions overlap — meaning that precious budget is wasted by duplicating work or waiting for work to commence.
Instead of a polite, but often chaotic relationship layered with a subterfuge of frustration — research suppliers and buyers must lay out their expectations from the start. Each has their strengths that should be capitalised on.
Brand research teams bring to the table and expert knowledge of their subject matter, in addition to a host of data, surrounding context and a deep understanding of the business challenge. Agencies, meanwhile, have a wealth of experience in creative, practical & technical tasks. With that in mind, we’re proposing a new roadmap to market research success, defined by the client/agency relationship.
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