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

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