Lack of new blood in research proves costly to agencies

Agencies and their clients are making more use of freelance market researchers and planners to avoid the rocketing fees being charged by large qualitative research companies, it was claimed last week.

Agencies and their clients are making more use of freelance market

researchers and planners to avoid the rocketing fees being charged by

large qualitative research companies, it was claimed last week.



The rising charges are the result of the massive increases in the wages

research companies are forced to pay junior staff, now in short supply

because of a recruitment clampdown during the recession.



The Association of Qualitative Research Practitioners estimates that

salaries of junior researchers with two or three years’ experience has

risen by 25 per cent in the past six months.



’The shortage of young talent is so desperate that we’re almost reduced

to pulling it in off the streets,’ one research company boss

admitted.



Forced to pass on the rises to their clients, research companies are

facing heavier competition as agencies look to independent market

researchers or invest in their own research departments.



Roddy Glen, founder of the SRG qualitative research agency, told the

AQRP’s annual conference: ’The freelance market is now more mature than

before.’



Freelance researchers, many of them former agency planners forced out

during the recession, were enjoying greater success because of their

more competitive and sophisticated approach to business, Glen said. This

often led them to combine as a team to present for a particular job.



Glen, a former staffer at Collett Dickenson Pearce and BMP DDB, said:

’I’m not predicting the death of large research companies because

there’s plenty of work to go round. But, as an industry, we’re paying a

price for our lack of managerial vision.’



Topics

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).