In a world of compressed budgets, where research is increasingly seen as a ‘discretionary spend,’ it has never been more important for research to deliver a solid return on investment.
What ROI looks like can vary depending on the type of project and its success KPIs. For example, ROI is often thought of in terms of commercial returns – if I spend A on a research project, I expect to see Ax2 back in increased sales. However, for a customer experience project, ROI may take the form of an increase in NPS over time. This may be the ultimate goal, but it can also serve as an indicator of stronger commercial performance in the long run.
A research agency plays a clear role in supporting ROI by delivering solid insights and actionable recommendations that drive tangible changes to a client’s business strategy. However, if you are the end client for such a project, it’s worth considering the role you can play in helping to maximize returns.
Here are three areas to consider as an end user of market research and insight services to give your project the best chance of success:
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Be as open as possible with your agency about the broader business context
As is often said in market research, the output is only as good as the input. The more information you provide to your agency partner upfront about the broader business objectives (not just the research objectives), why now is the right time for the project, and what success looks like, the better the final result will be. It’s also helpful to share any potential challenges or barriers you foresee to the results being well received (e.g., if there is a strongly held internal view of what the research will say). This allows your agency to develop forward-thinking strategies to mitigate issues and enhance engagement.
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Involve the right people in the project from the start
One of the key barriers we often see when embedding results is that some stakeholders only hear about the project at the results stage. This can lead to resistance around the questions asked, the definition of the target audience, or other aspects of the project design and execution. When expressed in a group setting, this resistance can sow seeds of doubt among wider stakeholders and create additional challenges in securing buy-in—and ultimately in making strategic changes based on the findings.
In our experience, the best approach is to involve key stakeholders from the very start. We define a key stakeholder broadly: not just someone involved in running the project, but anyone who may need to revisit their strategy based on the results. Giving these stakeholders a forum to share their opinions during the design stage—and addressing any concerns early—is critical to maximizing the chances of success.
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Work in partnership with your agency to deliver action-planning sessions beyond the initial presentation
At B2B International, we offer a range of additional support and deliverables after the final presentation to give the results the best chance of driving action within your organization. These include action-planning workshops, where agency and client teams collaborate to take recommendations to the next level—linking them to specific actions and assigning responsibility to individuals or functions. This approach is highly effective for maintaining momentum after the project ends and increasing the likelihood of meaningful change.
We also provide different presentation styles and formats to meet the needs of various audiences (e.g., concise, action-focused 20-minute sessions for senior leadership) and “lunch and learn” sessions to share insights across the wider business. This ensures findings reach beyond the main stakeholder group and spark new ways of thinking.
If you’re considering your research strategy for 2026, feel free to reach out to us at B2B International for an informal discussion on how we can help you maximize ROI from your research agenda.
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To discuss how our tailored insights programs can help solve your specific business challenges, get in touch and one of the team will be happy to help.