Research by the book
There are many factors to consider when commissioning a piece of market research. Cost,
timing, how to choose a specialist – all need to be weighed up carefully. Brett Matthews reports
Q. How should a company act upon discussed, the client and researcher
and analyse the results of a piece of can tailor-make a programme of
market research? activities to deliver the findings
A. Claire Labrum, director of BIG, effectively.
says: “A typical approach to devising the The researcher’s role
action plan would be to convene may be as a planner and facilitator
workshops among key stakeholders of these sessions, but there is also
to help embed the findings (led by great value in including the researcher
research agency/internal client). (or one of their team) as a participant in
From the workshops, teams are some activities.”
developed to look after specific
areas of the project and these teams Q. When should you seek external “There has to be some kind of
should formulate plans to address the support to conduct market research?
activity to measure and you
relevant issues, with timelines. A key A. Claire Roy, head of research and
aspect is the reporting and follow up – marketing at Kingpin Intelligence, need to be sure that you are
this ensures that the teams continue to says: “The only way to get to know
going to do something useful
take their responsibilities seriously. your audience is to understand them.
“Most good B2B researchers The best way to understand them is to with the information you
will provide much of this support engage with an agency that conducts its
as a matter of course – working with business around them.
gather or you run the risk of
the client, setting the scene and “In-house market research can
focusing stakeholder attention
ensuring continued involvement only go so far. It is often conducted
throughout the project. To deliver with a particular outcome already
on any unaddressed issues”
and follow up on the results (creating in mind and as such can be
Cara Berry, MD of BPRI Group
an action plan), the researchers need shortsighted.
to understand the business, the business “Before embarking on an in-house
implications and the role of the research – research campaign pull together “It is critical for any B2B market
what does it need to enable people to internal perceptions of your target research agency to offer clients an
do with it? audience. Sales, marketing and board- unparalleled insight into their
“Working closely with the market level views may vary significantly. audience. As such, agencies with
research department to develop Pool your knowledge base and expertise in your audience are able
something that is appropriate to the understanding to determine if to offer an independent and broader
company and project is crucial – who internal audience perception is observation of those you need to
are the stakeholders in the research? based on current trends and understand.
Who are the ultimate decision makers? information or legacy understanding. “Any credible agency will invest
Who is going to use the research If you find yourself at a junction its own time and money understanding
(and how)? What politics exist and where disparate views hamper key audiences relevant to their clients.
will anyone perceive the research effective marketing, it’s time to This means that your agency should
as a threat? Once this has been consult a specialist research agency. offer you first-class consultation
B2BM SEPTEMBER 08 – www.b2bm.biz
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