We do love efficiency. And disintermediation, which originated in the banking industry in the 1960s, became an efficiency force to be reckoned with by the late 1990s. Very simply, it’s about cutting out the middleman and eliminating non-value add intermediaries in a supply chain. (When was the last time you used a travel agent?) In traditional research, every hand-off across the lifespan of a project is an opportunity for mistakes, and each hand-off adds time and cost. Not only that, every time a research project moves between different supplier entities – or simply from one business unit to another within the same research firm – it gets taxed with an incremental dollop of profit. For example, a large global research firm fielding a quantitative study in three global markets sources respondents from the same sample providers that we use at Mizzouri. But the internal department responsible for finding sample must make a profit, so they mark up the external supplier’s cost. Then each of the countries executing the research marks up those costs again. And the country originating the project marks things up yet again. Clients don’t get better sample in this model, but they certainly pay a lot more for it than they need to. The Mizzouri model doesn’t include middlemen. And with fewer links in the chain, we can reduce the risk of errors, deliver results faster, and reduce costs dramatically.
At Mizzouri, we thoroughly enjoy helping our clients navigate from A to Z. We just don’t believe we need to stop at all 24 letters in between to get there.