Market research that provides both insights AND value, drives better ROI from your MR spend

In tough times good research can offer a light at the end of the tunnel. Yet lesser quality research that lacks focus is nothing but a costly distraction. With MR departments under pressure, and the complexity of research techniques increasing, independent assistance can bring major benefits. We bring our experience to bear to help you:

Increase research value, and prioritise spending
Train staff to use MR effectively
Integrate multiple sources of research
Get more insights from your research
Enhance value from suppliers, and leverage best practice
Review quality and use of research
Contract/control MR more effectively

Enhanced insights

Limited time scales and lack of experienced staff, often seem to get in the way of digging out the nuggets of gold from our MR findings. Getting more value from your MR data need not take extra effort however, and involves skills and processes that can be taught!

We help by:

Reviewing research designs, programmes and priority setting potentially saving huge dollars in sub-optimal effort.
Demonstrating advanced research techniques that enhance productivity without confusing end-users.
Specific training on how to drill-down into data efficiently and focus on the really key findings.
Showing how to improve client/researcher partnerships to build more useful outcomes.

Lowering market research costs

Lowering costs is about getting a better return on investment from existing resources by reducing waste. We help generate better returns for research buyers, by enabling you to either

get more from your existing budgets
reduce your existing spend without cutting vital content or increasing business risk

We systematically assess the quality and competitiveness of research you receive from your roster of agency partners, helping to remove duplication, extract more actionable information, and reduce costs. However, gaining value from market research is as much about how you buy as what you buy. We also help you better use your resources by:

Fine-tuning briefing methodologies
Getting the right servicing structure from your agency
Reducing data overload by sharpening focus
Separating need to know from nice to know
Creating consistent deliverable protocols from agencies
Enabling better leveraging of previous research

Prioritising better value research

There is seldom enough time to do everything so, given the choices and decisions open, success is all about getting the priorities right and allocating the resources appropriately. The balance between supporting the key decisions with sufficient depth of information and with applying the best methodologies is crucial. Too much focus on the volume of research requested can cause problems that impede the extraction of maximum value. This is typically characterised by:

Data overload leading to lack of focus
Excessive and inconsistent reporting
Lack of cohesion and successive building of knowledge
Declines in internal client satisfaction
Potential budget reductions due to lower perceived value

Too much focus on the methodology to the detriment of other areas generates its own challenges.

Loss of focus on immediate needs
Reductions in actionability
Excessive and costly accuracy
Risk of missing out on new insights
Delays from implementation issues

We have the experience to identify these issues and will work with your marketers and research specialists to identify whether you're using and getting the research you really need, and show you how to extract extra value from existing work.

Need better value from your Market Research spend? Contact: info@gordon-mccallum.com