Rent.com engaged Wakefield Research in November 2010 to conduct a brand equity study. We interviewed several other candidate research firms and found Wakefield to be differentiated in the following ways:
- Emphasis on quality survey development – Wakefield knows that the quality and relevance of the data you get out of a study is only as good as the questions asked to elicit responses.
- Receptive communication – Simply put, Wakefield both listens and hears. It’s clear that they want to get the research right and that means understanding the client’s goals. They demonstrated this from our first introductory call.
- Access to, and involvement of, leadership – I didn’t want to be “sold” a project and then handed over to a junior analyst. While no research firm would ever admit that they’d do this, I felt most confident in Wakefield that Rent.com would receive the appropriate level of involvement of the senior team members on this project.
Now that we are nearing the end of this project, Wakefield has proven my perceptions to be accurate. They have been terrific to work with – always responsive, professional and attuned to Rent.com’s research goals. As an active participant in the survey review and editing process, I had a lot of questions about the survey construction. Wakefield always patiently explained the rationale for each question, accommodating requests for changes when appropriate and pushing back (i.e. adding value) when we were at risk of swerving off course.
Simply put, Wakefield both listens and hears. It’s clear that they want to get the research right and that means understanding the client’s goals.
In addition, in delivering the results of the survey, they have focused on actionable insights and recommendations. Too often research results leave you with a feeling of, “Now what?” In this case, opportunities for increasing Rent.com’s brand equity have been clearly defined. We can actually do something with the results and subsequently measure the impact of our actions. Furthermore, Wakefield’s presentation was clear, articulate and easy to understand. In preparing this presentation, it is obvious that they were cognizant of providing the right level of detail for the various stakeholders who would be receiving it.
I am very pleased to have worked with Wakefield Research on our brand equity study and will definitely consider them for our future research needs.