Know-How Exchange : Research/Metrics

Susan -

I am a market research professional, so certainly I have some bias about this! However, while there isn't necessarily a list of simple criteria, there are some issues that should be considered:

1) How much experience do people internally have in writing surveys that are driven by the objectives of the study, and are based on analytical forethought? In other words, it's often not a matter of putting some questions together, but understanding how the questions, when asked in an unbiased way, can help you meet the objectives of the study and the research question(s).

2) Do you have your own sample of respondents or are you looking to purchase an outside sample? Not only can a good researcher help you to identify the target of the study, but he or she should also be able to identify sources of outside sample for you, and help you to determine respondent criteria.

3) Is there manpower available internally that can be dedicated to monitoring results and providing thoughtful analysis?

4) How objective can internal personnel be in evaluating the questions to use and how to interpret the data?

There are other issues that should be considered as well, but it really boils down to the people who can be dedicated/utilized internally who also have the necessary insight and experience. You may also want to consider hiring someone for the project in a consultative role to help guide people and make sure that things stay on the right track.

Good luck!

Hi Susan,

This link takes you to a website that discusses what an outside professional consultant can provide for your company & scenarios for their assistance--to help you with your decision. (You don't mention what type of survey you're planning.)

https://www.theinsightadvantage.com/Typical%20Applications.html

jlevin's advice is right on. This additional information on what can be done and why might help. There are two PDF papers at the bottom of the webpage that may also be helpful.

Best regards, Kathie

Many companies will do a mix of in-house surveys and outsourced surveys depending on the complexity and importance.

You would typically go internal if the survey is simple, probably of low strategic value/tactical, where time is an issue, where you have a person to set it up and run it without interfering with their regular job and where customers will be happy to respond directly to you and there are no data protection issues.

For outsourcing, the main reason is normally resource - you don't want internal telesales teams taking time off selling to run a survey, and the business rarely has enough project management bandwidth to manage a survey in addition to their normal work. Do you have internal staff able to process and report on the data?

But you would also consider expertise - are you experts in the survey methodology, sampling, questionnaire design, data processing, or research presentation. You have the value of an external voice, particularly one who has worked with competitors or suppliers and the internal political value of using a 'neutral' external. Internal views tend to reflect the internal business agendas and politics, rather than necessarily the customer's perspective (drinking your own bathwater).

Then you have data issues about customer anonymity and data protection - would customers be more comfortable dealing with someone working to of market research standards and codes of conduct. Are they happy to give you data which they might then think will be used to try to sell things. You also get to control the timescale of delivery and can call on the external agency for service and support.

If the survey was postal or internet based I'd be more inclined to consider conducting the research internally so long as you are sure you have the expertise and internal time and political clout. For telephone and face-to-face research I'd strongly go with external suppliers.

Hi Susan,

In addition to what has been said, one criterion is the complexity of the research and results. If the analysis required includes correlations etc between the different questions then I would always go for an experienced researcher.

Having used many researchers in the past, you are paying for their insight, analysis and actonable recommendations for your business.

Regards,
Susan
M4B