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Let’s Do Better! Thoughts on Greenbook’s Q4 ’17 GRIT report

 

Three key points surprised and concerned me when looking at 2017’s overall client satisfaction ratings on collective research providers in Greenbook’s Q4 GRIT report.

  1. Most corporate researchers aren’t very satisfied with multiple aspects of industry research. In fact, for 7 of the 14 areas being rated, less than half of corporate researchers claim that they’re very or completely satisfied. 
  2. Research provider perceptions on client satisfaction are fairly accurate. Overall, suppliers predicted which areas their corporate researchers are most and least satisfied. 
  3. These ratings are consistent with last year’s results. Ratings on the areas needing the most focus have remained within 10% of last year’s Top 2 box scores. 

If we, as an industry, know that we’re not fully meeting the needs of our corporate research clients AND we know the specific areas where they’re looking for more, then why haven’t we collectively stepped up?

Let’s band together and strive for significant movement before next year in these key areas. Below, we’ve outlined some specific action steps Elevated Insights has employed to better meet client needs in each of these key areas. 

Top Areas to Address &

Recommendations for How to Improve

% Top 2 Box: Completely or Very Satisfied

23% - Visualizing Results
  • Train research managers in data visualization
  • Bring in a graphic designer
  • Explore the multitude of tools available
  • Provide an infographic with every project
27% - Recommended Action

Obtain key information at the launch of every effort to enable strategic recommendations

  • Business situation/background
  • Key objectives for the research
  • Action to be taken after the research
  • Pertinent internal/political issues
  • Copies of prior research to get fully up to speed 
27% - Recommended Action

Obtain key information at the launch of every effort to enable strategic recommendations

  • Business situation/background
  • Key objectives for the research
  • Action to be taken after the research
  • Pertinent internal/political issues
  • Copies of prior research to get fully up to speed 
34% - Project Cost
  • Rather than proposing one scope, present  Good / Better / Best options for each study
  • Carefully manage costs and honor the initial research estimate
  • While you may take a margin hit on one effort, costs may fall in your favor on the next project
38% - Interacting with Senior Management
  • Allot added time for full preparation prior to client meetings
  • Host video-taped dry runs for meetings; have internal colleagues pose as the clients; view and repeat, if necessary
38% - Reporting Results
  • Discuss report expectations up front
  • Call out only the most noteworthy and actionable findings for the research report; keep it brief and visual so it isn’t overwhelming
  • Separately provide a ‘full findings appendix’ so clients can access details in the future

 

Now that we, as an industry, know better,

let’s do better!

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