You wouldn’t go to the hairdresser to have your teeth straightened. You’d have to have a screw loose to get your car serviced by a carpenter and you wouldn’t buy your vegetables from a bottle store.

So why do some of you go to an ad agency to buy your market research? If you don’t brief your research through the ad agency, pat yourself on the back and stop reading this snippet now!

In 30 years of practice we’ve never had a single client come to us for an ad campaign yet at least twice a week we get briefs from ad agencies for market research that their clients need. Ad agencies don’t do the market research (because they can’t), they just subcontract it to a market research agency, (and presumably mark up the cost so that they actually make more profit than the research agency does!).

We understand that some market research users are nervous about things like statistics, research design, research methods and methodologies, data analysis and the interpretation of survey results which is probably why they brief their ad agency to interface with the research agency in the first place.

We’re not saying it’s wrong to brief research through your ad agency, we’re saying it’s better to cut out the middleman and brief the research agency directly or at least have us in the room when you are briefing the work. We research agencies have no vested interest in the outcome and findings of market research and for this reason are better placed than any ad agency to be able to objectively interpret survey findings.