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The Consultancy Game
Prior to the annual MRS Conference next week, this year to be held in Birmingham, MrWeb previews some of the papers to be given at the event. Firstly, we look at a paper entitled 'Oh no, the consultants are coming!'(presented by Sid Simmons from Incite Marketing Planning and Angela Lovejoy from McKinsey) which looks how the research industry can learn from the consulting sector and whether the traditional apprehensions about management consultancy by researchers are truly justified.
The paper is based on over 30 interviews and discussions with top management consultants, CEOs and marketing directors who have used research as part of their strategy and 20 interviews with market research managers who have worked as part of a management consultancy/client team.
Starting with a description of what management consultants do, the paper proceeds to examine what is different about a consultant's approach to that of a researcher. The differences can be summarized in three areas: why research is conducted, how research is carried out and how research is used.
Simmons and Lovejoy argue that there are a number of areas where the research industry could do a better job than the consulting industry if it were to learn from the consulting sector. Recommendations are summarized into five areas: overall approach to problem solving, how to brief and design a study, how to turn data into action, the types of people needed and how to charge for research.
In essence where agencies should reconsider includes the way projects are resourced, the way research briefs are taken to include more two way participation between client and agency from the start, developing an overall structure in which to communicate the study findings and placing more emphasis on 'insight', rethinking the recruitment and training process to encourage 'insightful individuals' who will not leave 'because they aren't good at data checking or organizing logistics' and finally, reevaluating whether project based charging is the right basis upon which to work.
At the end of the day, although Simmons and Lovejoy acknowledge that, 'while some people will be and have been threatened by the perceived encroachment of the consulting industry on the research arena, this concern is generally unwarranted.'
They go on to argue that the most 'constructive approach to management consultants is not to consider them a threat that needs to be fought but to instead think of them as a group from which the industry can learn enormous amounts......The best way for the research industry to improve its overall status is to work more closely with the consulting industry - rather than trying to push it away.'
This paper will be presented at the conference on Thursday 20 March at 17.10.
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