EP 282: How to tackle DIY research in your agency with Matt Seltzer

Back in the good old days (pre great recession) agencies used research to make their work smarter and more effective. But it became a luxury we trimmed out as we had to squeeze budgets. As we emerged from the recession, we dismissed research as expensive and didn’t build it into our recommendations as often as we should. But what if we could benefit from the insights research provides without busting the budget?

This week’s guest Matt Seltzer has worked in several agencies in a research capacity. A couple years ago he started a market research firm specifically to partner with ad agencies to create more revenue streams and gather insight for themselves and their clients.

In this episode of Build a Better Agency, Matt and I talk about the many ways agencies of any size can utilize DIY research to build better pitches and client work. We discuss options for reducing bias, increasing response, and minimizing survey fatigue. We also explore ways to approach clients about investing in research, different ways to utilize the insights, and specific areas where agencies get research wrong.

A big thank you to our podcast’s presenting sponsor, White Label IQ. They’re an amazing resource for agencies who want to outsource their design, dev, or PPC work at wholesale prices. Check out their special offer (10 free hours!) for podcast listeners here.

• Effective DIY research options
• The benefits of simple surveys
• Why customer personas are helpful
• The way to increase survey response
• Ways to reduce bias in DIY research
• Why clients appreciate research
• How to avoid survey fatigue
• How to approach a client about adding research
• Different ways to use the research insights
• Misperceptions that keep us from DIY research
• Ways agencies get research wrong