Finding Your Market Research Partner
When Quality Is Hard To Assess, Maintain A Reservoir Of Proven Providers
August 30, 2007
Why Read This Report
The market research industry suffers from a surplus of riches despite significant consolidation at the top over the past two decades: The number of providers is vast, provider source books are incomplete, and evaluation criteria and standards are wildly variable. All of this drives up the cost of finding a high-quality vendor. Our 19 vendor and user company interviews indicate that market research professionals who succeed at navigating and contracting vendors in this space do so by both maintaining a reservoir of trusted vendors and constantly networking to keep fresh. By maintaining this activity at a low level throughout the year and limiting vendor qualification presentations to once or twice per year, you can minimize the effort required to stay on top of this issue.
Already a Client?
Log in to read this document.
Become a Forrester Client
Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.
This report is available for individual purchase ($499 USD).Purchase
Search Marketing Metrics Are Too Much And Not Enough
November 26, 2014 | Shar VanBoskirk
Best Practices: The Next Wave In Customer Satisfaction Studies Is CRM Integration
October 17, 2008 | Brad Bortner
Market Researchers Demand High Panel Quality
April 3, 2009 | Brad Bortner