In any new business situation, more particularly these days, there’s always a strong temptation to spend as little money as possible. Or for a lot of start-ups, none at all. It’s also common in any new business situation, or new product development, the supplier foots the bill. Of course it’s sensible to limit expenditure based on a clear understanding of the future income that a new business prospect might represent, but research is perhaps not the most sensible place to cut corners. Here’s why.
1. Client would always want to know that the recommendations being offered result from more than the agency’s gut. Backyard research? Please don’t give me that shiitake!
2. Making a pitch without including consumer research of some kind (try syndicated studies or piggy back usage questions) would be like convicting on the basis of no evidence, from John Steel author of Perfect Pitch.
3. Without any primary consumer information, the connections will be much harder to make.
A more sensible way to view pitch research is to recognize that it will take time and a bit of money and therefore it must be carefully thought before it is conducted.
