Question

Topic: Research/Metrics

Case Studies/metrics In Market Research Sales

Posted by viktoria.tkachenko on 9/23/2019 at 4:03 AM ET 50 Points
Question to fellow market research professionals.

I started working at the market research company that sells market reports to the companies that are direct competitors. Our current sales presentations focus solely on the data we can provide. I recently offered to add case studies and metrics to the sales presentation. My manager says case studies are not possible because we are selling to competitors. And metrics are not possible because we can't prove a direct correlation between improved company's performance and making informed decisions based on our market reports. I started researching how other market research companies present their case studies, and I would really appreciate any advice from your experience on that topic. Thank you.
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  • Posted on 9/24/2019 at 11:08 AM Accepted
    I'm inclined to agree with your manager.

    The only good way to share a case study within a given industry is to use data from a different industry so that the source can't be determined or identified by anyone in the industry. The last thing you would want to do is have your company lose the trust of customers because you shared data/information they expected you to keep confidential.

    Even if you disguised the data to mask the source you would risk having someone THINK you were sharing confidential data. Not worth the risk IMO.
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