How important is experience in market research in the UK?

Put simply? Incredibly. I can tell you that having experienced professionals carrying out your market research can be much more effective than letting a junior try it out. I will tell you from personal experience that I used a cheap freelancer for my market research. I thought I was saving time and money, but it cost me thousands of wasted resources. Why? Because their research was shallow and generic.

It means I was targeting the same people, on the same metrics and methods, as everyone else. I did not stand out at all. My company was just one of many doing the same things, offering the same services and targeting the same people. Needless to say, over time, my company ended up financially in a bit of trouble. So, my personal experience would recommend that you always look to hire a company experienced in UK market research.

One platform in the UK that I was attracted to was Kadence UK. They claimed to have over 25 years of experience in the market research industry. For me, that was a big positive. A big problem with less experienced researchers is that they still see groups of people as these generic individuals that we can just put into one big box of tags and labels. This does not work!

It would be best if you had someone who understands that your best approach to market research is a personalized level of targeting. Many of your customers will not fit in with the ‘target customer profile that you have in your head. As such, your market research must help you to note that while you might have “a type,” your business can attract many different kinds of people. Experience is essential, in my opinion.