Emerging Research Trends
We are always on the lookout for emerging trends in market research. These developments are often identified through the number of proposals we receive on the same topic from a range of clients as well as through the actual data we collect across a variety of studies.
In Q1 2019 Zeldis clients demonstrated an increased need to conduct Win/Loss Research. Typically, this type of research is conducted for the following reasons: to obtain insights to improve the RFP response process, to understand why opportunities are won or lost, explore the decision drivers for selection, and to uncover potential strengths to leverage and shortcomings to improve the volume of business awarded.
No company likes to lose business. But when a customer chooses to go with a competitor, doesn’t everyone want to know why? We’ve seen a recent increase in interest here at Zeldis from clients in conducting Win-Loss Research. Both qualitative and quantitative research methods can play a role. Typically, this type of research is conducted to:
- Obtain insights to improve the RFP response process,
- Understand why opportunities are won or lost,
- Explore the decision drivers for selection, and
- Uncover potential strengths to leverage, and shortcomings to improve, the volume of business awarded.
The graphic below provides 5 suggestions for optimizing your own win/loss research.