Market research agencies and the holding email - a love affair that needs to be consigned to the history books. Market research agencies face significant pressure from multiple directions; managing clients, their expectations, and constant deadlines. Delays in response collection and data checks are common. As a client I have received many, in my time in agencies I have seen many sent and a few myself.
Why does this happen so often?
Sometimes, factors are genuinely beyond our control, and flexibility is needed. However, these situations seem to occur far too frequently.
Typical messages include:
"XX has been off sick for the past two weeks, so things have been very busy. I aim to send the report by EOD tomorrow, but could we extend the deadline to Tuesday or Wednesday?"
"We’re running additional data checks to ensure accuracy. I’ll send the tables and report as soon as possible. Thank you for your patience."
"It turns out the weighting was applied incorrectly. We've rerun the tables, which are now attached."
So, what's really going on?
Competing Projects: Agencies juggle multiple projects simultaneously, often prioritizing the highest-paying or most demanding clients.
Clients Expanding the Scope: Not all the blame lies with agencies. Clients face their own pressures, including delayed approvals and shifting project requirements. Yet, they often expect immediate outputs despite these delays. Agencies aren’t miracle workers.
Poor Timeline Management: Timelines rarely account for errors or extra quality checks. More time should be built in for data checks, extended fieldwork, and proper report review. A 70-slide report can't be turned around in a day — it requires time for thoughtful analysis, creativity, and accuracy checks.
Depleted Teams: Many agencies run overstretched teams, especially during summer holidays or periods of staff illness. Freelancers are often brought in but, like new hires, they’re frequently under-briefed and left to manage frustrated clients with limited information.
What Should Agencies Do?
Be Transparent with Timelines: Delivering insights a week early is far better than multiple apology emails and late deliverables. The stress of rushed work rarely balances the value of last-minute insights.
Inform and Support Freelancers: Freelancers need proper onboarding, including project background and client context, not just task instructions.
Manage Client Expectations Early: Clarify what’s included in the project scope from the beginning. When clients delay, explain the knock-on effects clearly. Going above and beyond can be admirable, but how often should this be the norm? What’s the impact on staff well-being? Research from the Chartered Institute of Marketing (CIM) in 2024 revealed that over half (56%) of marketers worry about burnout, with younger professionals (59% of those aged 25-34) feeling this pressure most acutely.
What do you think? Too harsh, or a valid critique?