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For Customer Insights Professionals

Finding Your Market Research Partner

When Quality Is Hard To Assess, Maintain A Reservoir Of Proven Providers

August 30, 2007

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Authors

  • By Brad Bortner
  • with Bradford J. Holmes,
  • Heidi Shey,
  • April Lawson

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.

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