Expectations for both the Qualitative Market Research vendor and client begin with the initial call or email for research services. It helps if you have worked with the client in the past as you can anticipate changes and/or already have expectations in place, but, even then, you still need to make sure all expectations are addressed.
Expectations that you need to set up early include:
Study Purpose: Defining the study purpose is one of the first items to be addressed once a project has been signed off on. This will eliminate questions from the client team regarding the purpose of the research at hand. It is needed by the vendor to move forward with a screener and moderator’s guide. It could change as the research gets better defined, which is a good thing because you know the client will be getting what is needed from the project, but making sure to start with one improves direction going forward.
Deliverables: Whether this is in the proposal, confirmation memo, or another method, it is important for the client to know when to expect items such as a draft screener, a draft moderator’s guide, recruitment grids, a report, etc. It’s also important for the research vendor to know:
- When will they receive mock-up, ad tests, prototypes, etc?
- How are they getting them – digital, hard copy?
- Is anything being set to the facility?
Making assumptions on either end is nobody’s friend.
Backroom Expectations: Make sure your client or your main contact person knows if there is something you want them to do while viewing the QREs. Sometimes RIVA clients will keep a running list of AHAs and Confirmations. This is helpful when it comes to the client debrief. Let them know your policy about sending in questions or checking with the backroom. This is needed regardless of whether the sessions are in person or virtual.
Number of edits/versions: Be clear about how versions of the screener, guide, and report you will provide the client before there is an additional fee. Some vendors allow for 3-4 versions of these, some allow for less or more time. Be clear so neither the vendor nor client get frustrated with the process.
I see setting up client expectations like having an event. You want to make sure all involved are clear on what to expect, where to find things, and who to reach out to when there is a question. Clear communication is key. Sometimes, it’s our job to educate the client and others, for us to be educated by the client. You want to be more than a hired vendor to your client. Relationships and expectations get built over time.
Written by: Amber Tedesco, RIVA CEO