Agencies, suppliers: Agency-client relationships

 

The whole issue of the relationship between clients and agencies is a conundrum - full of contradictions. On the one hand, clients generally bemoan the lack of high level value delivered by their agen ...

This paper addresses the Market Research Industry study, conducted by TNS in July 2004, which provides a mirror to the industry. It maps out the buyers’ requirements and provides an insight to these r ...

This paper is based on a project carried out in 2003 in which a new way of working more closely with qualitative research in early phases of product development was introduced by Amarillo Research & C ...

This paper highlights the specific benefits and insights gained from the research efforts between Burke, Inc. and Olympus America. Covering a handful of different projects and countless business objec ...

In this paper the authors would like to produce some ideas on improving the impact of qualitative research. By impact we mean a positive influence on the decision-making process and on the decision-ma ...

This paper shows how the market research department role can be transformed from being a mere provider of data that brings limited value, into becoming a strategic partner that offers crucial consumer ...

MasterCard International needed to ensure that the data reported by over 2000 members was accurate. It worked with external consulting companies including market research firm AC Nielsen IR. The resea ...

This paper argues that much of the frustration with market research output centres on a failure to extend our skill set into business consultancy and thereby improve our ability to enhance the quality ...

Blancmange ... this pop band’s 1983 single inspired the title, highlighting the authors’ belief that research to be very important – especially in illuminating and aiding better decisions. This 2004 ...

This paper will demonstrate in what way a strong partnership between client and research provider can provide a solution to deliver actionable findings based on different information sources on an on- ...

Market researchers wish to bridge the current gap between market research and its use for business decisions. This paper argues that such a gap exists primarily due to the difference between the findi ...

We are facing a scenario in transition, in Latin America. What is becoming more important in our activity? What is becoming irrelevant? What is expected from market research? Are we fulfilling the cur ...

Today, due to changes in client needs, the research (MR) industry is facing some severe challenges. Client needs are becoming more sophisticated and unclear, which is causing uncertainty in the resear ...

Marketing and marketing research are being marginalized in most organizations. This marginalization comes from the organization’s focus on supply-chain management and the organizational structures emp ...

This paper presents a case study highlighting the rationale for and benefits achieved by the implementation of a client side, state-of-the-art market research department portal. Initiated to better re ...

This paper outlines the ways market intelligence has been used to help transform the marketing function within the IBM Corporation. Market intelligence provides the foundation for all decisions in the ...

This article presents the first results of a study aimed at identifying and quantifying if and how market research is adding value to the business process and to the bottom line. By now the study has ...

There are no “silver bullets” in ROI measurement. ROI success and increased client value are most consistently the products of focused client engagement in the ROI process than application of any spec ...

Clarín, an Argentine daily newspaper, has the largest circulation within Spanish-speaking countries and is the world’s eighth largest newspaper. As with newspapers worldwide, Clarín is experiencing re ...

Competition among businesses is becoming fiercer and the stakes are getting higher. This competition has been accentuated by fewer barriers to entry for new competitors, increasingly thinner margins f ...

Few would argue that supplier consolidation is reshaping the fundamental landscape of the market research industry. Very little attention, however, has been devoted to the long-term impact of this tre ...

Within the research industry much focus is rightly given to innovative design and creative solutions to meet changing information needs. Yet, no matter how advanced the research employed, too often ke ...

Using a case study approach, the paper discusses characteristics of the client-provider relationship that can foster synchronization or destabilization. Organizational support of market research as an ...

This article reviews the MORI's annual Captains of Industry survey which consists of face-to-face interviews with senior board directors of major companies. The authors touch on the status of PR, adve ...

Brinsley Dresden of the solicitors Lewis Silkin discusses the new suggested terms for client and agency contracts contained in the second edition of the suggested terms of client/agency appointments, ...

This is an edited version of the keynote speech given by MT Rainey at the Market Research Conference, Brighton in March 2002. The speaker makes a plea for market research to come within the orbit of ...

John Kelly, president of ESOMAR, writes a wide-ranging article on the key issues affecting the market research industry and outlines his vision for the future. In his introduction he discusses the tr ...

Explores the difficulties of qualitative advertising research in the context of the sometimes-problematic relationships between client, planner and researcher. Suggests that there must be a shared age ...

At the MRS Conference, 2000, Rupert Howell in a keynote speech attacked the research industry for failing to innovate or adapt to change. The authors take up the challenge of trying to understand the ...

Argues that trend research can benefit most companies, that it gives researchers the opportunity to use key contextual insights to help business strategy, but that it places a responsibility on resear ...