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Category: Insights into market research

  1. The Cobbler’s Shoes

    By Andrew Dalglish -

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    In his latest blog for the Market Research Society’s news and insight hub Research Live, Circle Research’s Andrew Dalglish explores why research agencies should carry out research for their own benefit as well as clients’ …

    Ever heard the saying that ‘the cobbler’s children have no shoes’? The cobbler is so focused on everyone else’s shoes that he doesn’t think to use his expertise for the benefit of his own family.

    Research agencies are a bit like that. If you work for an agency, take a look at your own metaphorical shoe rack. How often do you conduct research for the benefit of your company rather than clients? And if you do any, do you do so with the frequency and rigour that you’d advocate to paying clients?

    So what’s on your shoe rack – a pair of Jimmy Choos, a tatty old pair of boots or nothing at all? If you’re unhappy with what you see, then there are three broad types of research which you might think about doing…

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  2. Why is B2B market research the poor cousin?

    By Andrew Dalglish -

    Research Live logo

     

     

     

    In his latest blog for the Market Research Society’s news and insight hub Research Live, Circle Research’s Andrew Dalglish explores why business-to-business companies need research just as much as consumer-facing ones…

    The research industry is full of dichotomies: qualitative and quantitative; domestic and international; B2C and B2B. There’s no value judgement within these pairings. Each side of the coin meets a different need and requires a different skill set. However, while there might not be a conceptual value judgement, there is a commercial one.  This is especially stark when B2C is compared with B2B. ESOMAR estimates that a whopping 16 times more is spent on B2C research than B2B (the Global Market Research 2014 Report estimates that 6% of global research spend is on B2B).

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  3. The benefits of marketing automation aren’t automatic

    By Andrew Dalglish -

    Predictions that 2015 is the year of marketing automation seem to be spot on.  The latest Benchmarking Report from B2B Marketing reveals that the vast majority of B2B marketers have either adopted an automation solution (43%) or plan to in the next 12 months (45%).  If you’re about to take the plunge there are some valuable lessons to be taken from those who have gone before.

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  4. The month in #mrx

    By Andrew Dalglish -

    Every four weeks we here at @circle_research find the most popular Tweets about market research (#mrx in Twitter talk) and take a look at what’s hot.

    What do surveys and Bollywood have in common?

    This month saw an unusual collision of two worlds.  The #mrx hashtag saw a leap in popularity with more than 20,000 tweets in the month.  “Finally”, I thought, “research is quite a cool industry to be in”.  But my joy was short-lived (although I still maintain that research is cool).  It turns out that our beloved hashtag had been adopted by Bollywood fans to discuss the hotly anticipated new film Mr. X. Continue reading

  5. Are B2B agencies adapting quickly enough?

    By Andrew Dalglish -

    Of the 70 agencies that feature in this year’s B2B Marketing Agency League, 10 show no or negative turnover growth.  In past years this could be explained away by a recessionary environment.  However, the UK economy is once again growing and this is feeding through to B2B marketing budgets.  In Q3 2014 the B2B Barometer study found that 56% of B2B marketers have seen their budget grow in the last 12 months, with an average increase of 19% (you can find the full results of the B2B Barometer here: http://goo.gl/tk3Mez) .

    So why are these agencies struggling?

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  6. B2B market research – 10 unique features

    By Andrew Dalglish -

    Is B2B market research really that different from B2C?  Well in a nutshell, yes.  In this blog post Circle’s Andrew Dalglish explores the 10 key differences that make B2B research unique. Share your thoughts on Circle Research’s Twitter page.

    As you go about your daily business it’s unlikely that you’ll come into contact with many people who think that a pair of jeans and a nuclear power plant have a lot in common. And with good reason. Both can keep you warm, but there are some blindingly obvious differences such the physical features and the level of danger (although some of those skinny jeans can be quite hazardous if one lunges unexpectedly).

    The example is tongue-in-cheek, but the point is quite serious. There are fundamental differences between B2C and B2B markets.  In fact, as illustrated in the infographic below, there are 12 key features which make B2B markets unique.

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  7. A wake up call for market research agencies

    By Andrew Dalglish -

    GreenboGRIT Reok has just published the latest edition of the GRIT Report.  The study, now in its 11th year and based on the opinions of 1,400+ practitioners, monitors trends in the market research industry.

    The report is a real wake-up call for market research agencies.  Sadly only a select few seem to be listening.

    In 2009 the GRIT report concluded that: “Buyers…increasingly seek out suppliers who understand the intricacies of their particular business, and who deliver strategic insight rather than boring 100-page decks full of data”.  Five years on, that’s still the case.  When describing the ideal research project clients cite three defining features:

    1. Analysis is rigorous and there’s a clear storyline
    2. There’s a good connection with marketers (i.e. the research team engage well with them)
    3. It changes the attitude and decisions of marketing executives

    And when asked what qualities are important to them in a research agency, research users put three things at the top of their list:

    1. Knowledgeable staff (69% rate as ‘very important’)
    2. Listen well and understand needs (72%)
    3. High quality analysis (64%)

    Note this.  Not once has ‘research’ been mentioned.  Indeed only 14% of clients say ‘using sophisticated research techniques’ is very important.  No, it’s all about what an agency can do with the research – how their people interpret it, align it to business goals and engage with those using it.  And it’s about the outcome of these actions – positive business change.  Or as the 2014 GRIT report says “we need to steal a few plays from the consultancy industry”.

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  8. How Big Data will shape the researcher of 2020

    By Andrew Dalglish -

    A new report from Circle Research and dnx confirms the view that Big Data is the next revolutionary force in marketing.  43% of marketers are already mining petabytes of customer data to uncover hidden insights into behaviour; a further 40% plan to embrace Big Data’s benefits in the next three years.

    Here’s the good news for the market research community.

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  9. Tips for international B2B market research

    By Andrew Dalglish -

    B2B organisations have always had a natural inclination to expand internationally.  With a finite customer base at home and products which can be ‘translated’ with relative ease it makes good sense.  And as globalisation continues at a pace, the importance of foreign shores is ever-increasing.

    This international dimension has important implications for how market research is conducted and interpreted.  In my time I’ve run research projects in dozens of countries so thought I’d share a few pointers for those about to embark on an international B2B research study.

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