Part 2 and Part 3 of this series discussed the first three of nine criteria for selecting a quantitative market research firm. This post explore the fourth criterion.
Fourth, will I have a single point of contact at the firm that will take full responsibility for the development and execution of my project? If that person is not the person selling me their services, can I meet and talk with that person?
This criterion is crucial to me. Before I hire a market research supplier, I MUST meet, talk with and get to know the people who will actually be handling my project. I MUST have access to these folks. And one of them MUST take overall responsibility for the projects, for running interference, for problem-solving and for communicating regularly with me about the project. If the sales person does not have operational responsibility, I have to talk with the person who does.
Fundamentally, do we get along? Can we work together? If you really like and relate to the sales person, but he or she drops out of the project picture once you are on board, you could be left working with a person to whom you cannot relate. Don’t simply take the sales person word for it that the project manager is a great guy or gal and you will love him or her. Meet that person and ask that person some of the same questions you have asked the sales person.
Too many times I tried suppliers based on the likeability and assurances of the sales person, only to discover that the project manager or other key team member on the vendor side had the business and social skills of Frankenstein. Or worse, there was no one person who could or would take responsibility for the project, leaving me to call all over the firm to find someone to answer my questions or solve problems with the project.
Know who is responsible before you ink the deal.
More to follow.
Comments welcome.
Dr. Bob
