Quirk’s Marketing Research Review is a periodical I’ve enjoyed reading for three decades or more. Unlike the articles that appear in other research-related publications that are more “scholarly” and theoretical, I find the articles in Quirk’s to be chockfull of insights, while at the same time being “efficiently practical” and easy to digest.
Recently, the magazine published findings from its second annual Quirk’s Corporate Research Report, designed to give corporate researchers an in-depth look into their world.
As part of the research-gathering process for the report, Quirk’s conducted a field survey covering budgets, outsourcing, research techniques in use and under consideration, how research findings are reported inside organizations and, last but not least, the experiences researchers have had when working with outside vendors.
When asked by Quirk’s to state what are the main problem areas when research vendors have come up short on a project, these eight factors were cited by respondents most often:
- The vendor over-promised and under-delivered: ~56% of respondents mentioned
- The project was handled by low-level staff: ~51%
- Vendor failed to take time to understand the client’s business: ~50%
- Vendor had poor communications: ~39%
- Vendor failed to take time to understand the project’s needs: ~36%
- Data integrity issues: ~35%
- Vendor missed deadlines: ~35%
- Tools/methodologies that the vendor suggested weren’t right for the project: ~14%
Notice how the most pervasive issues have less to do with the inherent quality of the research product being delivered, and more to do with how the vendor interfaces with and communicates with the companies they support.
The above behaviors represent challenges associated with conducting research projects. But I contend that they apply equally well to providers of other types of business and corporate services, whether they’re ERP or IT projects, website development projects, CRM implementation, SEM/SEO programs, media campaigns, PR initiatives … even IPOs, capital campaigns and the like.
Which of these shortcomings do you find to be most prevalent in your dealings with outside service providers — and what have you done about them? Please share any insights you may have with other readers here.