After a brilliant and fun Insights Chats with Paul Thomas on a Client Researcher's Life, here are my random notes:
- The client is human too, and we should treat them as such.
- Don’t assume what the client wants; it's better to ask them their preferred way of working on a project.
- Don’t blindly follow client requests—if something seems wrong, warn the client and be proactive.
- You can build good relationships with clients online, but push for face-to-face meetings as well.
- A research project is a mutual collaboration between client and agency, but the agency often needs to take the first step.
- Research isn’t about methodology; it’s about what you do with it.
- Agencies should approach clients as thought leaders in their categories and showcase knowledge that can help the client.
- Research methods are interchangeable; it’s the people behind those methods that matter.
- At the start of the project, agencies should set expectations and boundaries, though many don’t.
- Research is a tool that helps businesses make decisions.
- Agencies spend 80% of their time on the research process and 20% on what the client does with it—they should flip this ratio.
- The agency needs to convince the client that they can deliver a better answer, faster or cheaper.
- The worst thing for a client researcher is a conference where they’re approached by numerous agencies trying to sell right away.
- As a client-side researcher, you are more of a salesperson than an insights person.
- A client researcher can’t do their job without an agency.
- When choosing an agency for a project, it’s good to invite two agencies that you know can do the job and one wildcard.
- Clients should give 360-degree feedback to the agency.
- An agency is an extension of the client’s team.
- The type of project influences the choice of agency. Big agencies with reputations offer a safe choice (7/10), but sometimes you need more, and sometimes less is enough.
- Agencies should schedule a call to explain their quote.
- A problem shared is a problem solved; agencies should share problems with clients as soon as possible in the project.
- The commoditization of research is a big concern.
- As a client researcher, you need to be a generalist and know a little bit of everything.
- The biggest difference in agencies is in how they engage with the client.
- Researchers of the future need to reposition themselves as consultants. 🚶🏼
Check the full recording here 👇🏻