Insights buyers choose to leave the most complex projects to their external partners. Complexity may arise from very different areas, such as the geographical scope of the intended audience, the specialisation required to tackle a particular study or implement a chosen method of either data collection or analysis (conjoint, behavioural, etc.), or unfamiliarity with an audience or market.
The inability to reach out to audiences who are not already engaged with the brand also represents a major factor in why companies would reach out to external agencies since they have the means to study a broader range of individuals. Similarly, studies about target markets, global trends, sector-wide assessments, or competition are examples of projects that are oftentimes delegated to external insights agencies.
The high cost and skill to carry out qualitative projects would also push companies to externalise research, as well as certain quantitative projects, particularly those that require high-level analysis or are particularly complex.
Lastly, certain high-risk projects may be commissioned to external partners, particularly when looking for a new strategic direction.
The online dashboard offered with ESOMAR’s Global Users & Buyers of Insights 2023 report can be further leveraged to dive into these and other considerations for different regions of the world. As the industry evolves over time and tools and technology become more sophisticated, so will the types of projects commissioned externally.
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