Market research agencies and their relative coolness
If you want to be the coolest market research agency you need for a start to be cool and most people just don’t make the grade.. This is the harsh truth. The good news is that market researchers are, as a type, often at correct end of the heat spectrum it has to be agreed but to be the best of cool you have to be employing cool researchers who only do cool things for the coolest of businesses.
The same applies for the coolest qual research agency. Qual research is cool. The best qual researchers are cool and they have cool clients too. It’s obvious.
So if you want to be the coolest market research agency you are going to have to put in place all those key coolness factors: intelligence, creativity, market wisdom, deep understanding of human psychology, nous, experience, integrity, analytical capabilities and above all the ability to communicate clearly and concisely with your clients and the people you are interviewing. You need to do cool things too.
So are all market research agencies cool? No. Simple. Most are though and therein lies the problem.
Of course the neat thing about market research is that right from the start you are going to be cooler than, say, morticians, or tortoise vets. But to be absolutely the coolest market research agency on the planet you are going to have to fight for your position amongst cool competitors. The king of cool really does have to hover just above absolute zero. Every agency thinks they are cool. Only one can be the coolest.
Having the optimum mixture however and your agency self-generates: cool agencies attract cool researchers who get the cool jobs from cool clients. It’s like building a brand - get well-known and the best people will want to work with you which will help you maintain your reputation. The winner takes all. There’s no room for second best: why would anyone want to pay for for second rate market research when one business delivers the ultimate results?
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