Here is how I evaluate quantitative market research suppliers:
First, what is their market research philosophy? How do they approach projects? Are they focused on actionable, practical results?
What I am really seeking with this series of inquiry is suppliers’ willingness to understand my needs and assist me in reaching my goals.
Of course, my first requirement with any supplier is their adherence to market research standards, to ensure that the study is representative of the population(s) I am looking to assess, to collect the data in a professional manner, and will keep me apprised of any issues.
Understanding how they approach projects is my first clue to their level of competence in these areas.
Second, are they trying to sell me a solution in search of a problem or do they really attempt to listen to my needs (and limitations, particularly in the budget area) and offer me a solution to my problems?
This is absolutely a deal-breaker. If I get a sense that a potential supplier is flogging one single tool or solution as a solution to all problems in market research, the supplier is off my list. This happens with surprising regularity. The “solution” they propose is often proprietary (see criteria three below in the next post) and usually carries a high price tag.
I expect a supplier to listen carefully to my needs and the project specifications and act and bid accordingly. I am especially concerned that they demonstrate a clear understanding of the project objectives.
There are only so many solutions in a market researcher’s bag of tools. I do not expect a supplier to invent a new tool. I simply expect them to give thought and consideration and a solid rationale for their recommended approach, methodology and analysis plan for my project.
Part 3 to follow.
Comments welcome.
Dr. Bob
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