IC11: Welcome to the Dark Side of a Client Researcher’s Life by Paul Thomas (Suntory Spirits)

IC11: Welcome to the Dark Side of a Client Researcher’s Life by Paul Thomas (Suntory Spirits)

Published
August 13, 2024
Tags
Insights Chats
💡
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 👇🏻