Research Topics:

Marketing Research-Full Service | The Business of Research

Content Type:

Glossary

Full-Service Marketing Research Definition

A research firm is considered full-service if it provides research services which incorporate complete project management from start to finish including problem-definition, design and planning, data collection, analysis of data relevant to marketing decision-making, and the communication of the results of this analysis with actionable analysis and recommendations.

Full-service marketing research refers to a specialized research agency or company that manages all aspects of the marketing research process on behalf of a client. A research company is considered full-service if it provides services that incorporate complete project management from start to finish, including problem-definition, design and planning, data collection, analysis of data relevant to marketing decision-making and the communication of results with actionable analysis and recommendations. This includes designing the research, collecting data through various methods and analyzing the data, as well as delivering actionable insights and recommendations based on the findings. It provides a complete solution for businesses seeking in-depth market understanding. Full-service marketing research goes beyond data collection because expert guidance in such services as research design, data analysis and interpretation typically are provided. Marketing professionals and businesses that outsource the research process tap into skills and resources that may not be available in-house. Research is conducted using best practices, which results in more reliable results and actionable recommendations. In most cases, outsourcing saves time and effort.

Who relies on full-service marketing research?

Businesses, organizations and brands without internal research departments look to full-service marketing research firms to conduct extensive market research studies. This style of research management also is commonly utilized by industries like consumer goods, health care and technology, when understanding consumer preferences and market trends is critical for informed decision making.

Why should I care about full-service marketing research?

Full-service marketing research firms are valued because they provides a holistic view of target markets, competitors and industry landscapes. This type of research can uncover insights that can lead to more effective marketing strategies, product development and overall business growth.