Why do some companies choose to outsource marketing-research activities?

Why do some companies choose to outsource marketing-research activities?

Why do some companies choose to outsource marketing-research activities?



Outsourcing has become a common practice for businesses looking to streamline their operations and reduce costs. One area where outsourcing is frequently utilized is marketing research activities. Companies choose to outsource these activities for various reasons, ranging from cost savings to gaining access to specialized expertise. In this article, we will explore why some companies opt to outsource their marketing research activities and the benefits they can derive from doing so.

Cost Savings

Reduced overhead expenses: Outsourcing marketing research activities allows companies to avoid the costs associated with maintaining an in-house research team. This includes salaries, benefits, office space, equipment, and training expenses. By outsourcing, companies can allocate their resources more efficiently and focus on their core competencies.

Economies of scale: Marketing research firms often have access to advanced tools, technologies, and databases that may be too expensive for individual companies to acquire and maintain. By outsourcing, companies can leverage the economies of scale offered by these specialized firms, gaining access to state-of-the-art resources without the hefty investment.

Specialized Expertise

Access to industry knowledge: Marketing research firms specialize in gathering and analyzing data across various industries. By outsourcing, companies can tap into the expertise and industry knowledge of these firms, gaining insights that may not be readily available within their own organization. This can lead to more accurate and actionable research findings.

Objective perspective: Outsourcing marketing research activities can provide a fresh and unbiased perspective on a company’s marketing efforts. External research firms can approach the research process with objectivity, free from internal biases and preconceived notions. This can result in more reliable and unbiased research outcomes.

Flexibility and Scalability

Flexible resource allocation: Outsourcing marketing research activities allows companies to scale their research efforts up or down based on their current needs. This flexibility is particularly beneficial for companies with fluctuating research requirements or seasonal variations in demand. Instead of maintaining a fixed in-house team, companies can adjust their research resources as needed.

Access to global talent: Outsourcing marketing research activities provides companies with access to a global talent pool. They can engage research firms from different geographical locations, allowing them to tap into diverse perspectives and cultural insights. This global reach can be especially advantageous for companies with international operations or aspirations.

Focus on Core Competencies

Strategic focus: By outsourcing marketing research activities, companies can free up their internal resources to focus on their core competencies. Rather than allocating time and effort to research-related tasks, companies can concentrate on developing and executing their marketing strategies based on the insights provided by the research firms.

Time savings: Conducting marketing research in-house can be a time-consuming process, requiring significant effort and attention. By outsourcing, companies can save time and accelerate the research process. Research firms have the necessary infrastructure and expertise to efficiently collect, analyze, and present data, enabling companies to make informed decisions more quickly.


Outsourcing marketing research activities offers numerous benefits to companies. From cost savings and access to specialized expertise to flexibility and scalability, outsourcing allows companies to streamline their operations and focus on their core competencies. By leveraging the resources and knowledge of external research firms, companies can make more informed and data-driven marketing decisions.


– MarketResearch.com: www.marketresearch.com
– Nielsen: www.nielsen.com
– Gartner: www.gartner.com
– Forrester: www.forrester.com