A practical guide to buying market research, covering methodology scrutiny, sample quality and deliverable scope, so you can compare research proposals on substance and choose with confidence.
Part of the SmartBuyer Procurement Guide Series.
Every agency quotes a price, but far fewer explain their sample sourcing, their fraud controls or exactly what analysis is included once fieldwork closes. Methodology, sample quality and deliverable scope decide whether the findings are worth acting on, yet they rarely arrive in a form you can hold side by side, so the comparison drifts towards day rate.
This guide gives marketing procurement and insight teams a practical seven step process, from writing the brief around your decision to benchmarking the final report. It reflects what experienced specialists do differently, so you can compare proposals on substance before you commit.
If any of these describe you, this guide will earn back its 15 minutes.
Most organisations buy research project by project, judged largely on price. Our specialists buy market research every day. This guide turns that experience into a practical process you can apply with confidence.
Every SmartBuyer guide is written by an experienced procurement specialist with real, hands-on delivery experience in the category, not theory. Our network of specialists has bought this category for organisations across the public and private sector.
