Data agencies fail to add value

With regard to your article “Research lights” (MW June 22), I was interested in how major research agencies continue to talk about adding value to the traditional data collection methodologies they provide. By interpreting data and working closely with clients.

But the market research agency ads that went with the article simply promoted their data collection tools, such as Omnibuses.

We have surveyed companies across Europe to identify their challenges in the field of market research. The challenge is not in data collection, but interpretation and action. So although traditional research agencies appear to be saying the right things, their ads clearly show a difference between what they would like to deliver, and what they feel comfortable delivering.

Colin Bates

MD Customer Champions

Solihull

West Midlands

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here