Interestingly, while having the latest and most advanced technology is certainly (or believed to be) important to prospective clients, the aspects of the business relationship itself – specifically, personal service and attentiveness dimensions – rise to the very top. And, this is true regardless of whether choosing a quantitative or qualitative supplier. These dimensions include listening well and understanding client needs (93%), having a good relationship with client (92%), familiarity with client needs (90%), rapid response (89%), meeting deadlines (88%), and a knowledgeable staff (87%). Note that these are all at or above 90% top two box agreement.
Obviously, issues related to quantitative expertise (e.g., data analysis services, understanding online data collection, and analytical capabilities) tend to be important discriminators when making a quantitative choice. Given the more personality-driven aspects of qualitative research providers, price is less of a discriminating factor here.