In this issue:
If you're a government contractor, you've likely heard of the Federal Procurement Data System — Next Generation (FPDS-NG), the GSA's central database repository of statistical information on federal contracting. With a web interface that allows government agencies to enter data directly into the system, FPDS-NG offers information on many contracts almost immediately. In fact, this past year the GSA updated the system with a new look and additional data as well as enhanced reporting and tools to further improve data timeliness and accuracy.
Here's a case in point. A client recently asked Market Connections to conduct a survey of government agency decision makers regarding a group of products and services. However, because the client was primarily a commercial firm with only a handful of government customers, they weren't sure which agencies to target with their offerings or, therefore, the survey.
Research is a significant investment for any organization. Equally important, a poorly designed or executed program can have a seriously detrimental impact on your organization's ability to make effective and timely decisions. The tips below will help ensure you gain the most value from your research provider and, as a result, your research project.
Involve your research firm from the start Call the research firms you're considering and discuss your business intelligence needs before issuing an RFP, as their input may actually help you refine your objectives and create a more level playing field for comparison of proposals. And, once you've selected the research firm, get them involved from the very beginning, as their expertise will be very valuable in defining and developing an effective program. Provide thorough input to the project Surprises and secrets between clients and research companies are non-productive and, in some cases, even detrimental to research programs. To ensure your research partner optimizes the program design and execution, share a complete overview of your organization's current status — both good and bad — in the beginning, and maintain that openness throughout the project. Ask for more than one option Ask your research firm to provide alternative approaches — including the pros and cons of each— for meeting your research objectives. This may not only save money, but also provide ideas for enhancing the project. Stick to the program While unexpected occurrences sometimes dictate last-minute changes, do your very best to avoid them. Changing course midstream puts you at risk of incurring additional charges and may increase the chance of data errors or oversights. Trust your research firm Choose a research partner in which you're highly confident so you don't have to micromanage the project. Once things are underway, step back and let the firm do its job. However, do expect periodic updates and reporting throughout the project. Understand what your research firm really means In reviewing the management presentation of the report findings, ensure your research firm has clearly articulated the data analysis and has shared their opinions on the business implications to your organization. And, like most businesses, research has its own special language. During the project execution or management presentation review, don't hesitate to ask if you or your associates don't understand terminology, acronyms, data representations, or anything else. Provide feedback to your research firm
Developing and executing research programs is an intense, highly focused endeavor. As such, most research firms develop a strong sense of ownership in the studies they conduct. After your research firm completes your project, provide them with honest and thorough feedback. Whether good or bad, it can go a long way toward improving future research projects. View research as a team effort The best clients treat their research firm as part of their team and utilize them as such. A team attitude, joint proposals, and joint presentations to executive stakeholders can truly have positive impacts. Align with one full-service firm
Working with multiple research firms to execute your research projects may prohibit them from accumulating as much knowledge as possible about your firm and market. And, it's unlikely you'll receive long-term commitment and attention from any of them. Furthermore, some specialized firms may promote their method of research rather than recommend what would actually be the best approach for meeting your objectives. Partnering with a single full-service research firm — one with expertise in both a wide variety of research methods and in your specific market — usually results in better value in terms of program quality, client service, and prices. *Adapted from Practical Marketing Research by Jeffrey Pope | 
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