Working with Market Research Firms in the United States

Working with market research firms in the United States that specialize in your sector
By John Williams, Business Writing and Research Successful marketing research firms in the US know more than research methods and statistical analysis; they also grasp the fundamentals of the industry or industries they serve. Today’s global market is wide enough and complex enough for research firms to maintain profitable businesses within commercial segments rather than trying to deliver something for everyone.

When auditioning market research firms, look for those that not only offer a comprehensive research package but also understand your area of operation. Three broad sectors marketing research firms specialize in include:

1. Consumer research firms working with private enterprise

2. Research firms working with non-profits

3. Research firms in the United States who handle government work

Grow your business by collaborating with US market research firms

Rather than farm out bits and pieces of field work to a research supplier, develop an ongoing partnership with a market research firm to master the field you're in. Employ a team you trust, then let them observe how your business runs, so they can better translate research results into intelligence you can act on, rather than compile "nice to know" data with little relevance to how you direct your company.
Try:  TNS employs an array of proprietary "insight brands" tailored to specific research problems including customer behavior and loyalty, advertising effectiveness, brand equity and new product development. Burke is one of the leading market research firms, known for its market research training institute as well as for the research it conducts. Burke specializes in linkage analysis, such as linking results between external customer satisfaction research ad internal sales data or employee alignment studies.

Find a marketing research firm to help your non-profit walk the high wire

One of the largest non-profit sectors relates to health care. Even the largest hospitals must deliver their services to a broad, demanding customer base under stringent regulations, operating within high-profile community relations. Everyone expects non-profits such as these to operate with the efficiency of the private sector but without the financial cushion profits afford. Even if your organization is not healthcare related, it helps to locate a marketing research firm that understands the unique demands placed on 501c3's or NGOs as they strive to execute their mission statements.
Try:  IMS Health provides intelligence for the global healthcare market. The National Committee for Quality Assurance has certified Morpace to conduct the CAHPS® Consumer Assessment of Healthcare Providers and Systems 4.0H surveys, for adults and children.

Develop a positive private/public partnership with market research firms in US

Contract with a MR firm when undertaking a research study to lay groundwork for new policy. Using an independent consumer research firm as a disinterested third party reduces any real or perceived bias in the reported results, which can outweigh the expense of hiring an outside agency rather than utilizing internal resources. The best market research firms specializing in public policy projects also understand the demands for stringent regulations placed on such projects for procedural and political reasons.
Try:  Westat provides research services to federal state and local government agencies as well as foundations. Founded in 1965, Abt Associates has participated in research projects at the national, state and local levels that crafted policy concerning education, employment, housing, welfare, crime, the environment and health.

• Prior to crafting a research plan, make yourself a grid that places your business's research needs within the context of the industry you're in: say, a for-profit company in your industry needing customer satisfaction or new product development. Flesh out the grid with a couple of key competitors and similar industries, to help form a sort of map of the terrain you operate in. Share this with the research firm you choose so they can understand how you see your business world.