How to make market research efficient?

apr 19, 2011   //   by Clementz   //   Uncategorized  //  No Comments

How to make market research efficient?

Have you ever thought about why we’re called “the research industry” when our aim is to provide knowledge, creative solutions to business problems and unique recommendations from project to project? We suggest the reason is because most market research companies work as industries and are setup as industries rather than as business consultants. What does this mean? It means that mostly we work in a process which for each individual step is production driven.

We set up the project, collect data, process the data, push it through analysis, make a report and deliver. When a client asks for more, it is generally time consuming to move back from the reporting step to the processing step to bring out extra information and turn that into new knowledge. Obviously it happens anyway, but “the industry” could hardly be called optimized for handling these sorts of requests.

Many companies have tried to maximize efficiency in all these steps with an industrial touch, removing what the purpose of the companies actually is. If the purpose is to provide knowledge, creative solutions to business problems and unique recommendations from project to project we would not focus on maximizing efficiency in each individual step but rather realize that the production driven methodology is the actual problem.

Here’s what we propose
Since really good research usually has a report which is more like a story than just a summary of data, it is important to be able to efficiently be able to go back to the data to dig into findings as you build your story. This means that the processes of analysis and reporting should be demand driven rather than production driven. This doesn’t mean that the process mostly is wrong today but the current sets of tools are simply not optimized for this way of working. We think that the future for “the research industry” has very little promise while the future for “the research consultants” has a very promising future.

Jeroen Rietberg / Intellex                                     Fredrik Clementz / Reflect

 

Fredrik Clementz is Market Research entrepreneur  with 13 years of experience. Currently running 2 research companies in Scandinavia, one fieldwork company (Bra Röster AB) and one Research consultancy agency (Reflect AB).

Jeroen Rietberg is one of the founders and CEO of Intelled Dynamic Reporting Bv. He has a long experience as a marketeer, market researcher and serivce provider for market researchers.

 

Fredrik Clementz is Market Research entrepreneur  with 13 years of experience. Currently running 2 research companies in Scandinavia, one fieldwork company (Bra Röster AB) and one Research consultancy agency (Reflect AB).

Jeroen Rietberg is one of the founders and CEO of Intelled Dynamic Reporting Bv. He has a long experience as a marketeer, market researcher and serivce provider for market researchers.

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