Come In, But Stay Out

It happened again yesterday; a prospective client cited how much they value an “outside perspective” to explain their hiring of independent research companies.

The “outside perspective” desire is very common, and comes in many metaphors:

• “We’re too much in the weeds/bubble/soup”
• “We can’t see the forest from the trees”
• “Focus groups make our butts look big”

Anyway, the point is that many companies feel that there is something to be gained from bringing in 3^rd-parties, believing that they provide an objective, outside perspective.

Now, on the behalf of research companies, let me say: “Hallelujah!!!!”

[Sidebar: Which reminds me, Diane Hagglund recently asserted that Do-It-Yourself customer research is a viable option for companies in some situations. After un-friending her and deleting her from our x-mas card list, I replied –see bottom of her post– and expanded a bit on the exceptions she outlines.]

But the other side of the coin is this: the same clients that want an “outside perspective” also state a desire to find a partner in their research endeavors.

And why not? Who wouldn’t rather work with a company that you admire and trust?

But that creates the researcher paradox: Our clients want a best friend who will evaluate them like a total stranger.

They are inviting us inside their bubble because we are on the outside of it.

As the working relationship deepens, what’s a researcher to do?

* * * * * * *

Clearly, I’m over-simplifying the situation.

As a research company learns more about a client’s culture, history, priorities, capabilities, weaknesses, and aspirations, I believe it can better match its research to the client’s needs.

At the same time, there are some pitfalls to avoid lest we find ourselves looking out from the client’s bubble ourselves.

And over-simplification or not, it’s a useful exercise for researchers to ponder how to stay outside after they’ve been invited in.