At Gold Research Inc., we have successfully provided the full spectrum of outsourcing services to both suppliers and clients. We have also learned some valuable lessons along the way about the potential benefits and pitfalls of outsourcing market research, and how to maximize the former while minimizing the latter.

Benefits of Outsourcing Market Research

When done properly, outsourcing of market research functions can provide many benefits, such as:

1. improved quality,
2. reduced costs (actual or opportunity),
3. increased capacity (general bandwidth or specific expertise),
4. quicker turnaround, and
5. greater objectivity (real or perceived).

Pitfalls of Outsourcing Marketing Research

The phrase “when done properly” is crucial when outsourcing your research. Potential benefits may not be realized if you fall prey to any of the following pitfalls:

1. outsource the wrong functions,
2. outsource to the wrong people,
3. outsource for the wrong reasons,
4. relinquish too much control,
5. have unrealistic expectations, or
6. communicate/manage inadequately.

As a reminder, you don’t have to outsource an entire project. You can outsource any combination of study design, project management, sampling, questionnaire development, programming, data collection, data processing, analysis, graphics, or reporting. You can also customize this mix for each project you undertake.

Gold Research Inc. has extensive experience in journey mapping, path-to-purchase research, deploying customer intercepts and mobile surveys for concept testing, marketing testing, satisfaction research, shopper insights, and mystery shopping. We can also act as an extension of your research team in helping with data processing, analysis, report development, and survey programming. Contact us at 1-800-549-7170 or send us an email for a free 30-minute consultation on this topic.