Our Approach to Strategic Research & Consultancy
Clients around the world now demand that market research agencies offer strategic research i.e. informed and intelligent analysis of research findings and insights and recommendations that are practical, realistic and actionable. Clients want more than tables and charts. They are looking for ROI on their research spend and want to work with agencies that conduct surveys that help them improve business performance in terms of revenue and profitability.
Offering such strategic research consultancy requires an agency to offer the following.
-
The Objective of Research Is To Deliver Actionable Insights
Clients don’t commission research because they love market research. They invest in research in order to achieve business objectives, whether that might be increased revenue, improved market share, higher margins, better customer retention etc. The ultimate objective is to improve profitability. We at CAP understand this, we are aware that research is not an end in itself, it has to produce a return on investment (ROI). That’s why we employ senior, experienced staff who understand business to run our research projects
-
Agencies Must Identify The Real Business Reasons
for Conducting Research
We place great emphasis on determining the business reasons why a client wants to commission research. We do not treat RFQs at face value, we “interrogate” the client on the real business reasons for conducting research. Without this knowledge an agency cannot possibly provide strategic, actionable recommendations. Our proposals are carefully designed and researched, we don’t just give quotations.
-
Executives Must Have An Understanding of Business
This is essential if an agency is to offer marketing and business advice. At CAP we only employ executives who have at least 10 years background in research and who have broad international experience and who can demonstrate that they “understand business”. Many of our Directors have worked client-side and thus have a full appreciation of the complexities and subtleties that client companies face in building their businesses. Roger Thomas, our MD, has over 40 years experience of running research agencies in Europe, the US and Asia-Pacific. He worked client-side with Ladbroke-Hilton, Ritz Hotel, Paris and Staines Catering. Certain of our executives also come from the management consultancy sector.
-
Executives Must Have Specific Industry Knowledge
The first question that clients ask of an agency today is “How well do you know my industry”? At CAP we concentrate on certain industry sectors and ensure our executives have in-depth knowledge and experience of each sector.
Travel & Tourism. Roger Thomas has worked in this sector for over 30 years and has conducted surveys for most of the world’s leading hotels, airlines, airports, tourist boards, car rental firms, corporate travel companies, travel agencies etc. He worked as Marketing Director for Ladbroke-Hilton and the Ritz Hotel, Paris. Has conducted surveys in over 60 countries worldwide.
Financial Services. Keith Kong has worked for banks and insurance companies for over 12 years both in Hong Kong & China.
Healthcare. Dr. May Zhang heads up our Healthcare practice based in Beijing. She has worked in the healthcare industry for 19 years, including 12 years as brand manager and marketing manager for major pharmaceutical companies.
IT & Telecoms. Jason Weng is Director of our IT & Telecoms practice. He has worked for many of the world’s leading IT suppliers.
