UK Start-Up Boosts Move to Pay-by-Results MR

In the UK, former Nielsen colleagues Tony Meacock and David Timberlake have launched their own agency, The Marketing Information Company, to measure the effectiveness of market research agencies and help clients link payment to supplier performance.

Meacock is a 35-year veteran of Nielsen, most recently in the role of Global Client Director, while Timberlake spent 11 years at the research giant, latterly as Global Services VP Business Director, before setting up his own firm Data Union in 2007.

Their new company measures key performance indicators such as delivery, data quality and service commitment on a monthly basis, and uses the results to develop performance-based incentives for suppliers.

Individual KPIs are agreed up-front between the client and supplier, and are regularly measured on behalf of the customer, followed by intervention to address any agency under-performance.

'Many companies have performance-based clauses built into their contracts with information suppliers, but these are often difficult to apply and time-consuming to track,' states Timberlake. 'Introducing pay for performance provides clients with the best information and service available at the right price - and gives the supplier the opportunity to enhance client satisfaction and vastly improve their chances of extending the relationship.'

The company also offers services to help research buyers negotiate new contracts with their suppliers, and to assist international companies with developing global market data.

Web site: www.marketinginform.com .