The Chemistry Set,... Choosing a Consultancy

In focussing on the issues that arise in selecting a research agency I have made the assumption that the reader already has a basic understanding of the difference between quantitative and qualitative approaches and has a good grasp of both the questions to be asked and of the sample from whom the answers will be sought. I should also make clear that my own expertise is in qualitative research and, although the points I want to make are applicable to research in general, the reader may detect some unintended bias. I want to discuss the elements that I believe will make for the most successful research outcome, by successful I mean research that wins regard as plausible, relevant, useful and insightful.

Central to such outcomes is the relationship that is achieved between client and supplier and whilst a strong understanding can be achieved on a single project clearly the relationship grows immeasurably through an enduring relationship. What are the foundations for a strong relationship? I suggest they lie in two areas, professional competency and personal chemistry. Philosophers talk about necessary and sufficient conditions; whilst professional competency is necessary it is not sufficient, it is the personal chemistry that will make your project zip along to flag waving finale.

Most industry journals, besides providing a directory of research suppliers of reputable professional standing and reputation ( MRS, BMRA,AQR,ESOMAR) also include introductory articles on the mechanics of commissioning a research project. In the main, these deal with basic competency such as the requirements on the client to provide an adequate brief. Whilst it is helpful to create checklists, the limitation is that such an approach fails to imagine how it feels to be responsible for the parameters of the research, the subjective experience of both parties.

Whilst it is possible to suggest a range of steps to ensure and safeguard professional competence there is no risk free way of embarking on the chemistry thing. This would not be such a problem if competence and chemistry could be neatly separated like the layers of sponge, jam and cream in a sponge sandwhich but research is more akin to the entwined jam,cream and sponge of a swiss-roll . Invariably, subjectivity intrudes in relation to the mechanics of briefing so that “objective decisions” are really more complex judgement calls.

Before considering examples of how this occurs and suggesting best practice principles it is worth considering what it means to research practitioners to be professional .A defining tenet of a profession has always been the possession of a body of specialist knowledge or learning . The information age is increasingly challenging this by transforming access to knowledge and demystifying technique. Marketing is beset with more and more data and shorter and shorter time-scales. In qualitative research brand managers are demanding the opportunity to talk face to face with their consumers. In quantitative research a client can opt for a D.I.Y. on-line survey, just type in the questionnaire select the sample and hey presto! Who needs the experts? Meanwhile those characteristics of plausibility, relevance, usefulness and insight are vital to our continued livelihood