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How to get the best from your external research partner.
So, you’ve made the decision to appoint an external agency to supplement or lead your next market research project. What are the key considerations for you to get the most out of this new (or renewing) relationship? Find out more here …
- Preparation.
Develop a brief that clearly outlines ‘what’ and ‘why’ you want to conduct the research. What question, problem or opportunity do you want to uncover? What supporting or background information do you have that supports the need for the research? What additional information do you have (previous studies for example) that will help your researcher design the data files (cross tabulations) that will be required to produce the analysis? How frequently do you plan to conduct the research? The more you share, the better the proposal and the subsequent research will be. - Clear objectives and preferred methodologies.
This is particularly important when you’re developing the research for another colleague, client or associate company and is vital if you are going to be able to measure the value and return, from the research investment. Ensure that both you and your researcher are ‘on the same page’ and you will achieve more successful outcomes and meet the requirements and expectations set for the project. If you have specific ideas for methodologies, make sure you suggest them. Remain open to alternative techniques. - Be clear about your budget.
Relate the overall breadth of information that you are aiming to receive. Ensure your available budget is in relation to the value of the information you need. Much like acquiring a new car, less expensive ones may get you to your destination, but not as quickly or comfortably! - Open communication
In both the ‘request for information’ stage and throughout the delivery of the project, frequent, open and timely communication between you and your researcher avoids misunderstanding and ensures you are well equipped for your onward internal communications when briefing progress.
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