Many of the research projects we conduct for our clients aim to better understand how the Federal government perceives government contractors,?? what are each vendor’s strengths, weaknesses, product/service associations, etc. This is a phenomenal way to determine where you stand with respect to your main competitors.

Our clients are typically thrilled to receive both positive and negative feedback (as any customer feedback is a gift); however, upon hearing negative feedback, they often come back to us with one question: What can we do to improve our image?

FCW featured a commentary entitled “Fixing an Image Problem” in its August 20th issue that reinforces what we frequently tell our clients,?? capitalize on your successes! Contractors should consistently be highlighting their successes whenever possible, whether showcasing them on company websites, marketing collateral, or in the press. Should you find yourself in the midst of an image problem, think of General Electric. The article’s author, Michael Lent, reminded us that despite GE’s current positive image, it was once laden with False Claims Act settlements and price-fixing issues.

As we tell our clients, the best way to boost your image is to share your successes with your target audience and, to Lent’s point, “earn it” back.

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If you order your copy of the Market Connections’ 2007 State and Local Public Sector IT Marketing Report by August 31st, you’ll save 20%! This report will enable your organization to get into the minds of education and state and local government IT decision-makers to better understand what drives their purchasing decisions. For meaningful insights on how to tailor your marketing to the state, local, and education IT markets, order your copy today!

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Do you ever struggle in writing a request for proposal (RFP) for research? I know I used to when I was on the client-side of the table, and I have found that clear communication is the key to success in this effort.

One of the most important things to provide upfront in your RFP is a comprehensive overview of your organization (e.g., mission statement, clients, competitors, history with research projects). Don’t forget to include any unique information that may be pertinent to the project, but may not be found on your website.

It is also perfectly acceptable to think big, just remember to include the details. Be sure the goals of your research are as specific as possible. Or, if you need a bit of assistance determining your project objectives, why not invite a conversation with a potential research vendor.

As research providers, we often have a specific course of action in mind; however, I encourage you to be open to different methods. Ultimately, you are asking for solutions to help you identify and address your organization’s opportunities and challenges,?? take full advantage of innovative approaches that may assist your efforts.

Wait! Before we go any further, we must discuss the end game,?? how will you judge the responses to your RFP? It sounds elementary, but be clear about the selection criteria, at least in your own mind, before you send your RFP. Determine in advance which issues are most important to you (e.g., price, reputation, and experience). And, if you share your priorities with competing research vendors, they are in a better position to offer a proposal focused on your needs and requirements.

When determining your selection criteria, I highly encourage you to set guidelines. Many RFPs limit the number of pages or types of information you wish to receive, giving you more time for evaluation. Also, if you establish a clear timeline for review, you won’t be bombarded by e-mails and phone calls from bidders asking about the status of their proposals.

Finally, be sure to lay out your budget. If at all possible, give a range of how much you have to spend for the research. This is understandably challenging for some projects, but it can help the bidder narrow down potential recommendations, saving both parties time and money.

I hope these recommendations save you a bit of heartburn the next time you have to write a request or review a proposal for research. We would love to hear what you like to see in proposals. If you have any pointers, please be sure to leave us a comment!

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Watch for our August e-newsletter, scheduled to go out next week.  The featured articles are on first time research tips and online focus groups.  So, be sure to check out www.marketconnectionsinc.com next week to read about these topics and to sign up to automatically receive every monthly e-newsletter!

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So, Karl Rove is leaving the White House. ââ?¬Ë?Tis the season for many more changes to happen in the White House and in the Cabinet. As we approach the elections of 2008, we at Market Connections start getting the question: How do you think the elections will affect purchasing in the federal market? We get asked to perform interviews with political appointees and speculate about the effect a new appointee will have on spending within a Cabinet level department. While we don’t try to interview appointed (or elected) officials, we do have a pretty good idea as to the answer: Elections don’t change the values of the people making the day to day decisions.

Your average program manager, or even director, is not making day to day purchasing decisions based on the political affiliation of the head of the agency. Now, don’t get me wrong, a change in the agency head can bring on longer term, strategic changes as to how work at the agency is approached. Efforts like reinventing government and the more recent OMB Lines of Business initiatives certainly had political will behind them. But certain values don’t necessarily change. Decision makers are looking for vendors that answer their questions in a timely fashion, deliver on what is promised, and work to help make their job easier. These factors are certainly not Democratic or Republican.

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With the summer season upon us, I like to retire to the beach for a little while to read, relax, and recharge. And, like most people, I always have a stack of reading material that I haven’t gotten to over the year. Recently, I did pass on James Patterson and catching up on the new Harry Potter and instead looked at the summer 2007 issue of the QRCA, Views from the Qualitative Research Consultants Association. I know, maybe not your cup of tea, but it has always been important to me, and the company, to stay on top of what is new and different.

What caught my eye was the article Intimate Strangers, by Laurie Tema-Lyn. Tema-Lyn talked about that magic moment in focus groups when a set of strangers coalesces into an intimate group and really begins to talk about their personal experiences. Now, Tema-Lyn conducts groups on some very personal issues relating to disease and other life issues, but I see the same things happen in the business groups that we conduct on a regular basis.

This is the truly rewarding moment of the job: when the natural defenses of participants drop and people really start talking about their problems and issues,?? sharing their personal frustrations with colleagues who feel their pain. This is insight for a company that a sales rep will rarely ever hear because of the nature of the customer-vendor relationship. When a group of business people reach that moment of sharing, of becoming “intimate strangers”, I know I have done my job well.

This is what keeps me going back to the office, when the ocean calls. That said,?? where is my sun screen…..?

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Market Connections recently conducted a national survey of education and state and local IT professionals, and will release the findings in a report available on its website on Tuesday, August 14th.

The report gives insight into the state and local public sector’s top IT priorities, IT challenges, top future IT investment areas, most valued vendor attributes, most popular sources of IT information, and the IT procurement process.

This report is an excellent investment for those wishing to better understand the workings of the education and state and local IT markets. Make sure to visit www.marketconnectionsinc.com next week to order your copy of the 2007 Guide to IT Challenges and Priorities: State and Local Public Sector IT Marketing Report!

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