Why market research is all about the relationships

Market research is changing. In today’s customer-centric world, brands need detailed insights to get ahead. It’s no longer just about statistics or simple yes and no questions; market research today is about uncovering stories and driving change - and that all starts with the people. Basically, when it comes to successful market research, it’s all about the relationships. From briefing to recruitment and even during the research itself, the secret to a great market research project is a strong rapport and regular communication with both clients and respondents. The fact is, if you don’t have strong relationships at the core of your research, you won’t be able to access the insights you need to drive change. Here’s how strong relationships can transform your market research…

Get to know your clients 

First things first, before you get started with your qualitative research approach, you need to ensure you truly understand your clients’ needs. By building a relationship with your clients and making sure you understand their goals and objectives, you can offer expert advice on how to tackle the research head-on, beginning with recruitment. An in-depth understanding will help make sure you can find the people - and the results - they need. From complicated quotas to strict criteria, for market research to be a success, it’s vital to make sure everyone is on the same page and working towards the same goals - and kicking off your research project with a thorough telephone briefing is a great way to start building a two-way partnership. Not only can you start to build a rapport with your clients, but it also provides the solid foundations to build your market research project on, too. 

Qualitative research approach

Tailor your recruitment technique

Once you have a thorough understanding of exactly what the client is trying to achieve, you can then move on to the recruitment phase of your research. Having already thrashed out a lot of the detail at the initial briefing stage, you’ll be in a strong position to decide on the right recruitment techniques to deliver high-quality respondents that match the criteria. Perhaps a highly-targeted social media campaign is the best way to source participants, maybe you’ll need to use a pre-validated panel, or perhaps the recipe for success will be a combination of several different recruitment techniques. The important thing is that by understanding what your clients are really looking for, you can target your recruitment and drill down into the demographic to find the right respondents with the right criteria. And if something isn’t working, having a strong relationship with your client means you can work together to solve any recruitment difficulties.

Qualitative research approach

Communicate with your participants

The success of your research isn’t just down to your relationship with your clients, though. Respondent engagement is also a vital part of successful market research. Your research is only as strong as your weakest link - so once you've found the right respondents, you also need to make sure they remain engaged and excited and want to take part. How? By communicating with them and building a rapport. Briefing is just as important for participants as clients, so make sure they understand what is expected of them and why. By keeping in contact with your participants throughout the duration of your research, they will be more comfortable and more likely to open up and share in-depth insights - and there will probably be fewer dropouts, too! And that’s not all: regular communication will also enable you to spot any participants who are disengaged and take action to re-engage them.

Qualitative research approach

Stop problems before they start 

Throughout all stages of market research, communication is key. Whether you’ve run into a recruitment roadblock or your chosen methodology just isn’t working, it’s really important to speak up about any problems or concerns. By providing regular updates and keeping in close contact with your clients, you can give helpful, practical advice and prevent any problems before they start. For example, we recently worked on a project where the client needed to recruit participants for a MROC over a duration of three months. Because we understood the project and its objective so well, we suggested that the respondents were paid incentives in increments and that the client gave bonus prizes to participants with the best contribution to keep engagement levels high. It was because of our close relationship with the client and our deep understanding of their needs that we were able to spot a potential issue, suggest a solution and iron out any problems before it was too late.

The success of any market research project is all down to regular communication and strong relationships. After all, market research is about people - and by building up client relationships and putting yourselves in their shoes, you can understand the nitty-gritty of what they are looking for and make sure you find respondents who are the right fit for the research.  

When you work with Angelfish for your qualitative market research recruitment, you’ll have your own dedicated project management team on hand to provide expert advice, regular updates and complete management of the entire process. We’ll be there every step of the way to provide guidance on everything from demographics and sample size to incentive levels and methodologies - which means you can benefit from all our expertise from when you first receive your quote. 

Want to find out more? Check out our case studies for recent Angelfish success stories!

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