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

• 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 👇🏻