Bridging The Gap Between Client And Consumer Research Agency
One of the most prominent complaints clients make regarding consumer insight agencies is that they are so far removed from the client business and the realities of the commercial world they often deliver reportage of what consumers said versus analysis of what that means from a commercial standpoint.
When our team has worked client side – in clientside research departments, marketing departments and senior commercial management positions, despite our briefing out projects with an in depth knowledge of research, more often than not the research agencies we worked with failed to deliver meaningful insight due to being devoid of practical commercial experience and knowledge. It’s not that these agencies failed in terms of methodologies, moderating or other technical research skills…in fact far from it, we picked them because they excelled in these areas. The issue though is that unless you have at least some understanding of what happens in your clients business from a commercial perspective, you have little chance of delivering meaningful insight. Moreover, we found that without this level of practical commercial savvy, moderators wouldn’t ask many of the right questions in terms of analyzing key alternative directions being considered by the client.
So when we set up Kids Brand Insight, we wanted to deliver something we felt was absent from the market place…great research skills combined with commercial savvy. No fluffy, effectively meaningless/useless feedback…just hard hitting realities from the consumer standpoint, with clear evaluation of what decisions/options can be made or taken by the client’s business.
If you are seeking meaningful consumer insight which goes beyond mere reportage, and which goes further into using consumer feedback to influence your business decision making, drop us a line…