Q&A with the 2024 Marketing Research Supplier of the Year (2023 revenue at or above $10 million) award winner, Basis
Editor’s note: Basis is the winner of the 2024 Marketing Research Supplier of the Year (2023 revenue at or above $10 million) award, a category in the Marketing Research and Insight Excellence Awards. The award winners were announced during a virtual celebration on November 19, 2024. To learn more about the awards, visit https://www.quirksawards.com/.
Basis is an international insight consultancy that has invested heavily in innovation, including finding solutions to the industry-wide challenge of poor data quality in quantitative data.
The company also focuses on staff development and diversity, with programs ranging from international secondments and college internships.
Learn more about Basis by reading our Q&A with Lynsey Showman, chief growth officer at Basis.
What do you think is a key factor in your company’s success?
Without doubt, our people.
Our blended team of specialists across qual, quant, big data, AI, cultural insight, data science, semiotics, behavioral economics and more are imaginative and super smart. They enable us to deliver bespoke, high-quality, ad hoc projects and ongoing tracking across the globe.
We’re unified by a love for simplicity, clarity and creating change. These elements are very much valued by our diverse client mix, operating across a broad range of categories and sectors.
What is the most important thing for a marketing research supplier partner to provide a client?
The answer to this is perhaps the most overused but essential statement – actionable insights that drive true business impact.
Our teams are implicitly wired to deliver on this, but also ensure we are actively and consciously striving to challenge ourselves to deliver insights that drive true impact in every project we undertake.
The key to achieving this is our commitment to building strong client partnerships from the get-go – ensuring we understand our client’s brands, categories and company to generate and deliver meaningful insights that will land across all relevant teams.
What do you believe will have the biggest influence on the marketing research industry in the coming years?
We’re likely to see bigger transformations in the industry in the next few years than those we’ve seen over the last two decades!
We believe that as technologies and platforms continue to advance, brands will be looking to agencies that provide smart offerings combining the speed, ease and rigor of tech coupled with the elevation of consultancy. It goes without saying that AI will become an integral mechanism to driving insight transformation of businesses.