We love to see articles spark lively online conversations that discuss the industry and work to drive positive change in MR. So we were thrilled when an article by Kristen Santos – manager, market planning and analysis for Daimler Trucks North America – titled “Don’t call me honey: 10 tips on how to sell to a corporate researcher,” grabbed the attention of the MR community. The article was published in Quirk’s February 23, 2015, e-newsletter.
Santos’ article walks readers through what it is like to be a 31-year-old corporate researcher responsible for buying research services in a world where market research companies are, as she describes, completely out of touch with her as a customer. We love the direct approach she took to share her own experience as a corporate researcher and also offer constructive tips for market research providers who want to work with the customer of the future.
Perhaps not surprisingly, many of the comments applaud Santos’ honesty and commenters took the chance to share stories of personal struggles in the MR industry and call for change. A few commenters discussed their experiences from the other side of MR, showing research suppliers’ have frustrations as well.
Here are a few highlights from the article’s comment section. Feel free to click through and share your thoughts!
“Please continue to push suppliers to meet you where you are, AND please continue to champion MR in general; together we can help companies derive benefit from the new ‘activist customer’ instead of viewing customer involvement as a distraction or – worse yet – a liability.” – Jessica DeVlieger
“Totally agree with your points. However, looking at market research from the supplier side, lately it has become a commodity that people want cheap. Marketing managers today seem to think everything they want and need can be found free on the Internet – including market potentials, competitor information, forecasts, and deep analyses. You and I know this is not true. So the $64,000 question becomes, if you want quality insights, analyses and a strategic partner, are you willing to PAY for it?” – John LaRosa
“Wow! Thank you Kristen. Your honesty about being part of the Gen Y world who sees the opportunity for connected work not fiefdoms, seeking a collaborative group of partners who connect your team and work well together is right on! Collaborative partners who want their suppliers to be a part of a bigger purpose who all work together is a wonderful vision. You are why I do what I do… Thank you so much.” – Pam Goldfarb Liss
“I wish I had more clients that would let ME get more integrated with other departments – it’s about understanding product better, and their strategies, really – beyond just the research department.” – Bruce Peoples
“Well written and very nice way to present the idea, however, most of the corporate researcher (are) looking for suppliers who can give them a ready plate to serve, they don’t want to get their hands dirty.” – Mahmoud Aburayyyan
”Great no-nonsense summary of what market research should be, Kristen. I have worked many years on both client and supplier sides and appreciate your refreshing insights. On the client side, I had two suppliers that I trusted implicitly and try to build that kind of trust and relationship now that I am on the supplier side. Trust and teamwork are key to the success of any project.” – Doug Workman