Businesses prefer independent market research firms

The Ciao ICG White Paper, which is available via the Independent Consultants website, was designed to investigate the role of market research firms and client satisfaction.

The results show that the majority of companies surveyed are not as satisfied with the levels of service provided by large-scale market research firms as they are with independent businesses.

The survey found that 57% of respondents felt that large-scale companies were more interested in "selling a solution" than understanding a client's problems, compared with 15% for independent companies.

A further 54% described independent consultants as "free-thinking and creative", compared with 15% for global agencies.

Similarly, 52% felt that independent consultants were good listeners, against 17% for large-scale agencies.

Tim Williams, chairman of the ICG, said: "The study highlights how the use of market research has expanded across a range of functions within organisations, from sales to finance and IT."

Williams explained that independent consultants were valued for their creativity and practical skills, whereas global research agencies were seen more negatively and more likely to offer "off the shelf options."

He added: "A key learning point from this project is that the research industry needs to be more flexible and to adapt its skill as it moves away from the traditional marketing client base."

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