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NEWS1 September 2004

Buyers urge agencies to focus on output

Survey suggests clients would be willing to pay a premium for ‘quality output'.

Research buyers overwhelmingly believe that suppliers are far too hung-up on research processes and should focus more on output, according to the findings of an exclusive Research magazine survey

A demand for change has the backing of 85 of the 100 research buyers surveyed by Opinion Leader Research between June and July this year.

A third of those questioned said output-related issues were one of their greatest problems and "quality of output" was one of the services that they would be willing to pay a premium for.

Further results suggest buyers value it more than core competencies such as recruitment methods and broad sector and methodology experience.

Opinion Leader Research joint chief executive, Viki Cooke told Research: "Our industry pigeon-holes itself by having people who are curious about issues but who don't have the extra 10% that is needed to turn that into action."

A full report on the survey will appear in October's edition of Research magazine.