SYNDICATED RESEARCH VS. CUSTOM RESEARCH -EVERYTHING YOU NEED TO KNOW
The importance of market is widely accepted in the present scenario around the globe that helps the companies to understand a specific area with an eye of a researcher and from the point of view of the end user. The market research study add value to a business as it helps in identifying the opportunities and challenges in the market. Market research can either be framed as Syndicated Research or Custom Research.
Understanding Syndicated Research:
Syndicated research is generally conducted by a market research firm basis their own research about an industry or company. There is no control of the client to define the objective thus scope is wider and the firm tries to cover as much information as possible. The research is available in different forms such as reports or presentations.
It is the market research company that defines the Research Problem that is to what the research shall solve and give insights on and the scope of research. Good syndicated research helps in taking actionable insights. With correct analysis of the market, emerging trends, consumer behaviour, producer’s need, pricing strategies, and competitive analysis, any organisation can plan appropriate strategies and lead the market with increased revenue and competitiveness.
Understanding Custom/Tailor Made Research:
Unlike syndicated research, custom research is unique to a specific client and its product or services. The Research problem or the business problem and the scope of the research is defined by the user and the end research is available to the client for a specific price. As the name suggest the research is fully customised in accordance to the client’s requirement. The research is neither obliged to be published or made publicly available.
The customised research is more confined and gives better clarity about the target market. It is suited when companies want more in-depth analysis with specific set of data. Custom research is generally done after the early stage of the research process such as in the descriptive or experimental stage.
Pros of Syndicated Research:
There are many benefits attached to syndicated research that overpowers it from other types of research, for instance:
1. Industry Trends are Easily Identifiable: As the syndicated research is done on a large scale, it provides with macro-level overview of the business problem. It helps to understand the market landscape in a broader scope.
2. Offers Competitive Intelligence: It gives insights to the companies to how to strategies themselves to stand in the competitive market. Due to in-depth market analysis and industrial trend analysis syndicated research has the power to explain and explore an industry to its core and give valuable insights.
3. Cost Effectiveness and Quicker Results: The market research firms spend comparatively less time in doing syndicated research as syndicated research is able to access data without having to spend time or resources on it. The cost for syndicated research is shared and hence it is more cost effective and quicker in providing results.
4. Measure Brand Awareness and Perception: It allows multiple companies who invest in syndicated research to see how their brands and product offerings are viewed among customers and potential customers compared to those of their competitors.
5. Providing a Representative Overview of the Market: Syndicated research takes into consideration for large sample size, that is a large representation to the market. It provides with a deeper and a clear representation of the players in the market, whether producers, suppliers, customers, clients, or other businesses in the line.
Cons of Syndicated Market Research:
1. Not Client Specific: Syndicated research is not client specific thus there is no specific client to the research, hence there is a lag of customisation until requested for it.
The scope of the research is defined by the market research firm and not by the client or the user of the report.
2. Repetition of Content: There is a lag of primary research analysis and at times secondary research becomes repetitive to the readers of the report.
3. Methodology is not Reader Specific: User has no control over the methodology of the research as it is not user defined under syndicated market research.
There are specific benefits to the custom research which is somehow lagging in the Syndicated research:
1. Avoid information overload: Custom research allows to only extract the information needed by the company and avoid overloading of information.
2. In-depth Analysis of the target market: As custom research is client specific; it helps to be more focused on the customers need and the in-depth analysis of the target market.
3. Data is much cleaner and easier to analyse: It is more concerned in collected and analysing data to one specific business or company which makes the data cleaner and easier to interpret.
4. Specific to the Company/Client: As the custom research is only made for some specified client and the client pays a sum for availing the research, it is not made publicly available to all.
5. Hyper Ttargeted Iinformation: The custom research provides with hyper targeted information so that the business can work on multiple fronts and improve themselves.
1. High in Cost: As this research is funded by only one company, it bears the total cost of conducting such research and hence it is costlier as compared to the syndicated research.
2. Time Consuming: This research type is more time consuming as it has to customised in accordance to the client and the market research firm has to provide all micro level information to the client.
3. Survey Biasness: It carries more risk if not conducted by a market research firm such as survey biasness or incorrect or incomplete information.
4. Limited Scope: The scope of custom research is much narrower as compared to the syndicated research.
Both the research methodologies provide important insights to any company about the target market, but which of the both is more ideal for a specific company or a client shall be decided by the company by analysing its requirements, market research needs: from highest priority to the lowest priority.
The budget of the company with the research need shall be traded off and the company shall choose the best of all options available. If the company is in any critical situation and need immediate and actionable insights it shall surely go for the custom research, and for a company with low budget and being on its initial stage desiring for macro level information shall go for syndicated research.
Every coin has two sides, same goes with the market research type. Whether syndicated research or custom research both has its own pros and cons, it’s the company who needs to trade off between the both and opt for the best market research methodology providing actionable insights to the company so that it can improve its operations and generate greater revenues, facing the tough competition in the market.
About Makreo Research and Consulting Firm
Makreo is one of the leading market research company in Pune having its Head office in Mumbai, India. The company is working in the area of market assessment and field surveys. Also consulting services comes along with Market Research to provide end to end services to the client. Company is known for its unique approach in conducting research study.
Recently Makreo Research has published a research study on https://www.makreo.com/report/global-elevator-escalator-and-moving-walkways-market-performance that helps to identify the challenges present in the market and future opportunities to grab.