• A project, well done, creates insight and, ultimately, trust. That creates closer working relationships and thus more insights. Research partners collaborate, and collaboration creates greater insights and subsequent value. The work is also more fun.

• Vendors provide commodities whose only differentiation is price. This type of work isn't very satisfying for either the vendor or the client. It is possible that the work could cost less, but it is much more expensive in terms of the insight that isn't achieved. In short, this kind of research is a bad value.

• To have research partnerships, both the client and the research firm need to invest their time and intellectual capital for the sake of the project/assignment. Everyone benefits.

 

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