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Glossary

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Research client Definition

The consumers of marketing research, who hire the research firm and pay for the research that is conducted.

A research client is the organization, brand or stakeholder that commissions market research to support business decisions. They define the research objectives and use the findings to guide strategy, innovation or performance evaluation.

Who relies on research clients in market research?

Research agencies, consultants, fieldwork providers, data analysts and internal research teams rely on research clients for project direction, funding and feedback throughout the research process.

What are key aspects of research clients in market research?

• Sets the business or marketing objectives.
• Provides context and background information.
• Reviews and approves research designs.
• Collaborates on interpretation of findings.
• Uses insights for strategic implementation.

Why are research clients important in market research?

They are the drivers of research demand and the end users of insights. Their needs shape the scope, design and relevance of the study, ensuring that the research addresses real business challenges and opportunities.

How do market researchers use research clients?

Researchers engage clients in briefings, align on objectives, design studies to answer client-specific questions and present insights in ways that support their internal decision-making, innovation, marketing or customer experience strategies.