In the market research industry, RFPs (Requests for Proposals) elicit mixed feelings. On one hand, they’re an opportunity waiting to be had. On the other hand, they’re bloated, often more for show than anything, and, worst of all, rarely lead to better partnerships.
A recent RFP we received brought this sentiment home. We were ‘invited’ to complete a 20-page RFP by a potential client. The thing was, we had done this for them before (more than once, actually), and no project had ever come from it. Each time it took countless hours from high-level team members. Worst yet, we didn’t expect this go-around to be any different.
Which begs the question, why are we as an industry still doing this? Why are you still doing this?
If the goal is to find the right vendor—one who’s aligned with your needs, your values, and your desired outcomes—you don’t need 20+ pages. You need clarity. You need the right questions.
So, here’s a better way forward. Throw those lengthy RFPs away and ask your potential vendors these five questions instead.
- Who is your ideal client?
Flip the script. We often ask clients who their ideal customer is to understand who they serve best. So why not ask your vendor the same to learn if you’re actually a good match? If they say, “We work with everyone,” that’s your first red flag. If you’re good at everything, you’re great at nothing.
A vendor that knows their strengths is one that won’t waste your time (or theirs) pretending to be something they’re not. Are they best at qualitative insights? Do they shine with agile quant? Are they specialists in a certain vertical or audience? Get to the heart of it. It’s easy to rattle off a list of capabilities, but preferences tell you where a vendor’s passion and expertise lie.
- How do you define success?
This question could be two-fold. The first is specific to the partnership. So, are they looking for long-term relationships? One-off projects? Do they value collaboration and strategy, or are they all about execution and scale? Ask this early and often—it sets the tone for everything else.
The second is specific to project success. For example, what’s most important to the vendor: staying on budget, fielding quickly, or top-notch quality? At Research Results, we measure project success by both the quality of the data and how effectively the findings can be applied to decision-making.
At the same time, we understand there are trade-offs between speed, cost, and quality. You want your vendor to be transparent about these trade-offs and help you make informed decisions if a compromise is required. Ideally, you want a partner who will proactively flag potential risks to budget, schedule, or data quality—and collaborate to find the right balance based on your priorities.
- Can you tell me about a project that didn’t go well—and what you learned from it?
This one cuts through the polished pitch. You want a partner who can own their missteps, reflect honestly, and show growth. Transparency is often more valuable than a highlight reel. Mistakes happen – it’s how you deal with them that defines you.
- Describe the data security measures you take throughout the research process.
The security, confidentiality, and integrity of respondent and client data are the top concerns. But you want to ask questions that go beyond checkbox compliance. This sends a clear message to vendors: We take this seriously—do you?
- What year was your company founded, and what’s your average employee tenure?
Okay, this is technically two questions, but the answer paints one picture. Because there’s a big difference in trusting your market research to an established company versus one that’s just existing. The vendor’s answer here will give you an idea of their stability, experience, likelihood to provide continuity on your project, and whether they are a good cultural fit for a strategic partnership.
RFPs Shouldn’t Be a Defense Mechanism
Ultimately, you can prove due diligence with better conversations, not more paperwork.
So, if you really want to work with the best partners, start by treating them like partners. Talk to them like humans. Get to know what drives them. You’ll learn more from five good questions than 20 pages of filler.
And if you’re a vendor reading this—don’t be afraid to walk away when the process feels broken. Trust is a two-way street. Choose your clients as carefully as they choose you.
We’d love to help with your research needs! Send that RFP on over, once you’ve updated it with our suggestions, of course. Or simply contact Ellen Pieper, Chief Client Officer, Ellen_Pieper@researchresults.com, or 919-368-5819 today.