Maximizing Outcomes Before Your Research Project Begins: Communicating Your Needs in the RFP

This is the first installment of a two-part series examining what the market researcher can do prior to project authorization to maximize outcomes. This month's eTip! addresses how clear communication in the RFP process can favorably guide your supplier's analytical path. July's issue will consider the characteristics of a winning proposal.

When a business challenge demands critical thinking by a market research supplier, consider how the RFP will shape your working relationship. Simply stated, the RFP or "request for proposal," invites market research providers to document their plan for securing the information your business decision demands. It usually precedes the awarding of the research project and significantly influences its outcome.

Once the RFP is sent, you should hear from each prospective supplier to confirm project information, expectations, and special requirements. All RFPs need clarification, and the ensuing dialog will allow you to assess and judge those that will provide you with the best service and support. Providers can do their part to reduce the amount of back and forth during the RFP process. Research teams that promptly review the RFP and generate questions upfront will gain clearer direction to guide their approach. If their questions are well-conceived and build upon your relationship, you can expect a solid proposal. Consider these points when communicating your research needs in the RFP:

Concise Document: Strive to convey relevant information in two to three pages. Valuable details include a description of your product or service, the competition, market conditions, and any expected changes. Providing some background will help suppliers determine if they're familiar with the topic and have the therapeutic/analytical expertise needed to effectively manage the study.

Creative License: RFPs should promote a diversity of thinking among suppliers and encourage them to provide innovative solutions. They shouldn't define all aspects of how the study should be conducted. It's preferable to leave some of the design up to the supplier. Doing so permits the supplier to demonstrate critical thinking and differentiate their services.

Research Purpose: Beyond stating the goals of the study, it's critical to explain how you're going to use the information. Understanding how research findings will be applied allows the project to be designed to achieve that goal. This approach ensures the study delivers results that can be implemented.

Methodology: Indicate whether