We categorise "in-house" research as a project which is undertaken usually by a company employee; in-house researchers can also be technical experts, industry specialists or business consultants who may not be a direct employee of the company. They do not normally have a marketing research background, so the advice our Research Advisers can provide on issues such as research techniques, questionnaire design and planning often proves invaluable.
"Agency" research, by contrast, is carried out by market research specialists, working to a specified brief. Companies seeking support for this type of project are asked to submit a minimum of three detailed proposals from market research agencies, each of whom must demonstrate that they are independent and have the expertise and resources to carry out the project. The company then nominates which agency they wish to commission.
The benefit of using a professional market research agency can be measured in terms of peace of mind. Many companies feel comfortable in the knowledge that research is being carried out exclusively for them by experienced professionals. Use of an external agency means there is no impact on internal resourcing and research results are independent and totally objective.
However, companies using external agencies gain no hands-on experience in their proposed marketplace and have no opportunity to forge contacts. Agency projects come with a higher price tag and the quality of research is only as good as the agency chosen to do it.
One advantage of conducting research yourself is that the in-house researcher is involved with every stage of the project from start to finish. A huge range of information can be gleaned firsthand from an overseas trip, much of it of practical value in demonstrating your knowledge to potential customers in the future.
There is a cost advantage in choosing in-house over agency, but this should be weighed against the time an individual will need to spend on the project and the likely impact of this on the business. In-house activity can generate additional expenses, such as the cost of using interpreters.
Bias, too, is a problem facing the in-house researcher. Close personal involvement means it is often difficult to adopt a completely objective stance and this can influence research findings.
All this demonstrates that the choice should be based on the needs and circumstances of individual companies. We can provide free, independent and objective advice to help ensure that the decision you make is the right one.
Once you have decided which option suits your company, please refer to either the in-house research section, or the agency projects section of this website.