You need good information on your client’s customers and prospects. You need to understand market dynamics. You want ideas from users, and their feedback helps you succeed. That much is obvious.
What might be less obvious is that the agency should be the one driving the bus when it comes to gathering those insights.
Normally, after the pursuit is over and the account is won, the client dumps a proverbial shoebox full of old reports and presentations on your desk and considers the insights box ticked. And while that information is often helpful, it’s less than ideal.
The same thing can happen when someone else directs the research. It’s not exactly the kind of information you need because the person who sets the objectives was not involved. They did not see the problem the same way you did, so they didn’t quite nail it. Worse, the information might be out of date.
We believe the Agency should be directing what information is collected, when and how. Gathering insights should be a proactive, forward looking exercise that is specifically targeted to the information you need to drive success for your client.
We can help. To learn more, read about some of our solutions below, or download our e-books In the Pursuit: A Survival Guide to Owning Insights and Fueling the Pursuit: Using Insights to Win.