Part 2, Part 3, Part 4, Part 5 and Part 6 of this series discussed the first eight criteria for selecting a quantitative market research firm. Part 7, the last in the series, introduces the ninth.
Ninth, ask about the last three projects the supplier did.
A reputable supplier will NOT reveal client names or project specifics, but will give you an overview of the projects.
The answers to these questions are important; how they are answered, with what speed, with what depth and with what openness are critical. You are also listening for what is not said.
Along with probing the areas above, I would also verify their credentials and qualifications. If anyone is insulted by your request for credentials and qualifications, run fast and far. If you ask them for their credentials, they should be happy to supply them and to give you the information to verify them. It is not insulting…if they have the credentials. If they are insulted by this request, either they don’t have the credentials they say they have, or they are neurotic. In either case you would not want to work with them.
In the next posts, I will explore the criteria I use to evaluate qualitative market research suppliers.
If you have additional criteria you use to evaluate quantitative market research suppliers and would like to share, please feel free to comment below.
Comments welcome.
Dr. Bob
