An Open Letter from AberdeenGroup's CEO: Greed and Inefficiency Drive Excessive Pricing for Market Research.BOSTON Boston, town, England Boston, town (1991 pop. 26,495), E central England, on the Witham River. Boston's fame as a port dates from the 13th cent., when it was a Hanseatic port trading wool and wine. Having recovered from a decline in the 18th and 19th cent. -- AberdeenGroup's CEO (1) (Chief Executive Officer) The highest individual in command of an organization. Typically the president of the company, the CEO reports to the Chairman of the Board. Jamie Jamie is a given name, derived as a pet form of James. However, it has been used as an independent given name in English speaking countries for several generations. Though Jamie was originally exclusively male, since the 1950s it has also been used as a female given name, Bedard today issued the following open letter: Why does it cost so much to buy a single market research report or an annual subscription to a market research site? Does it make any sense to you that a market research site subscription costs thousands of dollars annually when they boast membership in the tens of thousands? The market research industry wants you to believe the price tag is for research of a quality that you can't get anywhere else. They want you to believe in a massive cost of research and that they must re-capture to sustain a profitable business. AberdeenGroup has a completely different take on why market research is so expensive. Greed Greed See also Stinginess. Almayer’s Folly lust for gold leads to decline. [Br. Lit.: Almayer’s Folly] Alonso Shakespearean symbol of avarice. [Br. Lit. and Inefficiency is rampant throughout the industry. Aberdeen suggests that you should not have to pay dearly for poor operations to get the research and analysis necessary to improve your business performance. Market research business models have failed to respond to the very conclusions that their best analysts have advocated for the past many years. Business models bloated bloat·ed adj. 1. Much bigger than desired: a bloated bureaucracy; a bloated budget. 2. Medicine Swollen or distended beyond normal size by fluid or gaseous material. with excessive cost, poor asset leverage and limited Internet-based delivery scale have rendered a financially poor performing industry that the market has soured sour adj. sour·er, sour·est 1. Having a taste characteristic of that produced by acids; sharp, tart, or tangy. 2. Made acid or rancid by fermentation. 3. on. Let's explore the "you must pay dearly for quality research" debate. For other firms, what is supposed to be deep fact-based analysis more often than not tends to be analyst driven opinion backed with little research depth. Analysts develop 100+ page research reports that by the very nature of their mass are assumed to be of the highest quality that executives require. Isn't it the role of the analyst to distill dis·till v. 1. To subject a substance to distillation. 2. To separate a distillate by distillation. 3. To increase the concentration of, separate, or purify a substance by distillation. research into practical conclusions for decision makers? The market research industry clearly fails to understand how executives make the day to day decisions that drive their business. This happens when the business model is built around frequency of publishing reports, coining new terms See suggestions for new terms. , and creating end-user uncertainty. At AberdeenGroup, our clients mandate that we provide the highest quality research and experienced analysis in a simple to understand format that delivers tangible business results. I fully agree with our clients. We do not engage services from firms that do not deliver tangible results or leave us uncertain of what to do. Why should you? Every Industry must change its market changes. It is time for the Market Research industry to change! Our new AberdeenAccess program provides global business executives with the highest quality research library, study participation, KPIs, webinars, frameworks and unlimited access to the most experienced analysts available in the market for $399 per year. You can now use the money you save to drive business results instead of the analyst firms profit margin. Aberdeen expects you to demand the most of us and we are committed to exceeding your expectations. Respectfully re·spect·ful adj. Showing or marked by proper respect. re·spect  ful·ly adv. , Jamie Bedard President and CEO AberdeenGroup |
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