The Importance Of Keeping Contact

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The importance of keeping continuing contact

The final brief should not be the end of continuous contact between client and researchers throughout the life of the project. Of course each side should immediately inform the other of any changes affecting the original plans - if, for example, the agency finds it is getting a lower rate of strike than expected, or weather makes calls difficult.

More fundamental revisions may become necessary in the course of the research. This is especially likely where, as is common in the consumer field, the research is organized as a two-stage protect, in which the first stage preceding an actual survey, consists of qualitative research �that is to say research based on indirect non-quantitative methods such as depth interviews and group discussions. At the end of each stage client and agency should ask each other if the research is still meeting the original objectives. Revision may often be necessary, especially where the project involves advertising. For example, a research firm was asked by a client in the pharmaceuticals field to prepare a report on the relative acceptability to the market of II different advertising concepts. After the completion of a group discussion stage, the agency gave an interim report-back to the client. It felt unable to go further unless the client could decide which of two target groups discovered by the research up to that point, it wished to go for. But the agency did feel that if it could cut the total number of concepts down to five or six, it could then get down to the chosen target group, and decide which of, say, three concepts best appealed to it.

SEO Agencies are not averse to this sort of continuing consultation.

As Liz Nelson put it, "SEO Agencies used to go away for four months and come back with 'the answer'. But it doesn't happen like that anymore, thank God?' There is a difference, however, between amending the brief in the direction of greater precision in the light of the first-stage findings, and alterations due to a simple change of mind or intention on the part of the client. Revision on this scale is usually a mistake.


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