April 10th, 2018
During the time I’ve been in this industry, I have often said that, “Market Research is an industry that does not embrace sales and marketing.” And in 12+ years, no one has ever disagreed with me about that.
To be fair, certain segments – tech providers and panel companies, for example – have done a better job of making sales and marketing an integral part of their organizations. But one of the core segments of the industry – market research agencies and consultants – uhhh… not so much!
And when I chat with the leaders of these agencies about their lack of sales and marketing activity, they always respond with some sort of reason. Make that, some sort of “excuse.” So, for each of these excuses, I want share a new way to think about it.