Ah yes marketing research…Let’s see to get started I will need a sales & marketing manager, a team of marketing specialists, let’s say a marketing communications specialist, coordinator, digital specialist, an analyst or two and maybe a graduate to throw in the mix. Wow that’s a few chicken in the hen. Hmm, I’ll need to develop specialist surveys, have focus group facilities available, maybe hire a coordinator for day, a bunch of software, a big database, hmm I’ll have to chat to my IT guys, make sure they have servers and stuff available. Okay, I think that should be enough? Okay I’m be a little critical of marketing research and what it requires in-house and perhaps over the top depending on the size and attitude of the business in question, but let’s consider the advantages in having marketing research outsourced (and I am sure that many comments to this post will outlay the disadvantages also).
Outsourcing gets you exactly that, clever companies that outsource research processes are getting experts in this field. Letting the experts do what know they best leaves your now less complicated in-house marketing team to focus on what they do best like thinking cool stuff up and working on the next best advert to show off those pretty smart watches everyone has been dreaming about. What you really get is experience, rinse and repeat processes, added value and faster response and return to market. Cost is obviously a big factor here and yes that is up for debate but that is not something I am focusing much on at the moment.
Let’s get efficient
More efficient, more production, less effort, more time and less expense. Have I got that combination right? well you get the picture anyway, even if not exactly in that order. Outsourcing research helps move a project forward, its extends the barriers of the physical boundaries and business capabilities in terms of technology, diversified talents, data acquisition, authentic information, quality reporting metrics and delivered on time next to your Monday morning 8.30am coffee cup.
Let’s consider how many companies these days change products, change direction, introduce new products, pull products off the shelf, reshape marketing efforts, re-target, re-position etc.. This all comes down to consistent and continuous marketing research. How time consuming and expensive is this really going to be if all we do is sell a bag of popcorn that you heat in the microwave for 60 seconds and it still comes out burnt?
A link to read if you have time.
“The more you let go, the more you grow”
If you were running your own business or equally a chief executive, would you consider the option to outsource marketing research? or would you be equally confident in your marketing department?
What other advantages can you think of to outsource research?
And most importantly do you buy microwave popcorn?