Friday, September 5, 2014

What Samsung Looks for in Research Agencies

Insights Chief Says Innovation and Communication Key for Preferred Vendors
By Marc Dresner, IIR

For consumer researchers at most corporations, cultivating rich partnerships with research agencies has become absolutely imperative.

Transactional relationships won’t do. We hear over and over again that companies want a partner who understands their industry and their unique business needs, and who can function as an extension of the research organization.

Tim Benner
This is certainly true for Tim Benner, Director of Consumer Insights and Analytics, and his team at Samsung Telecommunications America.

“Mobile technology and the market move very quickly. Having preferred vendors allows us to execute research with the speed we need,” said Benner.

But with so much change taking place both in the mobile industry and in research, generally, Benner says partners need to keep very current methodologically, because searching out new research capabilities can be burdensome. 

He also needs his agency partners to be proficient influencers. 

This is a point I hear all the time from the client side: Methodological expertise is not enough; be able to tell and sell a research story. 

In this episode of The Research Insighter podcast interview series, Benner discusses what he looks for in a research agency partner, including:

-          Specialization

-          Innovation

-          Communication savvy

Listen to the podcast...

Editor's note: Tim Benner will be speaking on the “Intersection of Big Data and Little Data” at The Market Research Event 2014 October 20-22 in Boca Raton, Florida.

For more information or to register, please visit

Marc Dresner is IIR USA’s sr. editor and special communication project lead. He is the former executive editor of Research Business Report, a confidential newsletter for the marketing research and consumer insights industry. He may be reached at Follow him @mdrezz.

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