How Being "Tough" Can Lead to Better Research

An inherent aspect of marketing research involves the management and servicing of customers: the research vendor has a client customer; the corporate research analyst has the manager and marketing team customers; etc. Those "tough" customers that challenge researchers offer opportunities to provide better research and enhance the strategic relationship.

What is a "tough" customer?

They expect the best results, are involved and contribute to the research efforts, and insist on proper and exhaustive methodologies, appropriate levels of service, and actionable reporting. They do not have a lack of commitment about project specifications, are not excessive or abusive communicators, or demand results that the project does not support.

Inevitably, everyone deals with "tough" customers in the course of their work. It is the successful marketing researcher who knows how to turn "tough" customers into opportunities to provide better research information while increasing their own value in the process.

The delivery of results is not the end for the exceptional researcher; they will go back to the "tough" customer and ask for a performance critique. This provides the researcher with concrete areas for improvement and ideas for further development. It is this critique that allows the researcher to solidify the specific needs of their "tough" customer and to meet those needs in subsequent research. The end results are better research for the customer and an empowered position for the researcher.