The research vendor selection process: A quantitative decision matrix for increasing value for both buyers and sellers

This paper provides a real life example of the importance of the research vendor selection process within an organisation that is transforming its focus towards a customer-centric approach through an increased understanding of customers and consumers and the use of research for segmentation. The authors have developed a ‘Vendor Selection Matrix’ which quantitatively weighs and measures potential vendors against key criteria for successful research and segmentation. This matrix was used on a consulting project with a Canadian-based financial services organisation. Valuable insights and ideas for marketing executives, managers and professionals, the market research community and marketers of financial services products are provided. The paper finishes with the key lessons learnt throughout the market research vendor selection process, industry applicability and implications for further research.