It should come as no surprise that the success of your marketing research project depends on the ability of your chosen provider to create and nurture a strong working relationship with you and your business or client.
The most innovative focus group approaches and technologies in the world won’t add up to the kind of powerful quantitative and qualitative results you need if they’re not built on a solid foundation of collaboration and most importantly, trust.
As part of our ongoing commitment to providing you with a superior client experience based on the highest industry service standards, the experts at Focus Pointe Global have compiled the following three tiers of trust that ensure a successful research relationship.
Knowledge & Understanding -- The first factor of trust in every successful marketing research relationship is developing a thorough, in-depth familiarity with the client and their industry; truly understanding the client from an internal perspective, as well as collecting information of their target audience and desired outcome. While a good marketing research partner can and should gather preliminary research internally, ultimately a more personalized approach is necessary.
In order to go beyond the level of basic knowledge gathering and arrive at a true understanding of client goals, requirements and expectations, it is essential that marketing research project coordinators work hand in hand with their client representatives. Ensuring that both teams are on the same page is critical to a successful research relationship.
What are the short and long-term goals of this study? How does choice of city and respondent demographics impact the project’s success? How does each group’s specific respondent group requirements fit into the overall target market picture? These are just a few of the many questions that a good marketing research partner needs to ask in order to develop an intimate understanding of every client and their individual projects.
Remember, if a client senses you don’t understand them and their true objectives, they won’t feel confident as you progress through the assignment -- a factor that can be potentially detrimental to the overall success of a project.
Education & Transparency -- Just as it’s critical that your marketing research partner has a solid understanding of all client targets and market contexts, it’s equally important that every client is equipped with a working knowledge and understanding of the entire research process every step of the way.
By educating clients on the steps, intricacies, potential pitfalls and best practice procedures involved in every research project, and remaining transparent and open, you ensure that everyone involved knows exactly what to expect when it comes to delivering project updates and data results.
More importantly, while every client is an expert in their own industry or market, when it comes to gathering quantitative and qualitative data from those industries or markets, they rely on the expertise and guidance of their marketing research partner. Remaining open and willing to help instills in your clients that you and your research team are people they can rely on and trust.
Communication -- Last but not least, the most essential element to ensuring a trusting and successful research relationship is good old-fashioned communication. Delivering what was promised and keeping clients informed and updated on the progress of their research projects is essential to ensure that all milestones, benchmarks, expectations and deliverables are consistently and continuously met.
Regular exchange between clients and researchers builds trust, ensures positive outcomes and helps both parties avoid the sort of dangerous misunderstandings that may quickly derail a project if undetected.
From initial contact through final invoice, every aspect of the Focus Pointe Global client experience is thoroughly examined and continuously improved to ensure the best possible collaborative relationships. In this pursuit, the entire FPG team participates in annual “Service Improvement Workshops” where best practices are shared and new ideas are developed to help enhance and improve every single client’s marketing research experience.
To learn more about how Focus Pointe Global develops and nurtures the strongest collaborative client relationships in the marketing research industry, click here to schedule a consultation with an FPG Pointe Person.