GreenBook Blog provides original insight into the challenges faced by the market research industry today. Contributors from both sides of the table share their expertise and offer unique perspectives on a wide variety of issues, both strategic and tactical.
There are many challenges on both the client-side and the supplier-side to completing a successful research project. However, from working on the client-side there are some practices that can help the different parties work together more collaboratively.
DIY MR is a powerful tool, but a potentially dangerous one - a bit like a chemistry kit that can be bought in a department store. Instructions are needed, as are cautions about the possible dangers and consequences.
Client-side researchers sometimes feel that they are constantly being asked to justify the value of research insights. A frequent challenge from management is how can we measure the value of insights and what specific decisions have been driven by research. To ensure insights are linked to strategy and decision making it is also essential for the client-side researcher to integrate Action Planning into the market research process.
What's going on? Research Agencies envisaging a future without client-side Researchers, and giving the thought airtime? Amazing.
Are we really such a disrespected species as to be one destined to lose out in the Darwinian process?