UK Agencies Quoting Widely Different Prices

UK agencies are quoting widely differing rates for projects, according to the latest £quotecheck pricing survey, undertaken this summer by Midlands-based research consultancy RHMR. The survey compared prices from around 25 agencies for a number of different types of project, domestically and internationally. For both quant and qual projects, the highest price was, on average, more than twice the lowest.

There was a wide range of prices quoted for all the projects (domestic and international), but wider in some cases than others. For both telephone and street interviews the highest quote was more than three times the lowest. For street interviews, this meant it was more than £20K higher, while for a hall test there was a range in excess of £15K.

Qual prices showed a similar pattern, with the highest prices about twice the level of the lowest. This was true both for focus groups and depth interviews. The biggest difference in absolute terms - a price range of almost £50K - was for a series of focus groups conducted in four European countries, also the most expensive project on average.

The range of prices reflects a similar range in day rates. Most of the agencies prefer to review their prices on an ad hoc basis (as opposed to reviewing them annually) and, last time around, the majority had implemented a small increase or none at all.

According to researcher Richard Horswell, the differences are quite significant for all buyers whose budgets are under pressure. 'This survey broadly confirms the wide range of prices we have found in previous years. The results suggest that clients might be wise to get alternative costings, at least occasionally, and that some agencies could safely increase their prices and still remain highly competitive while others might be very close to the present optimal level'.

RHMR has e-mailed other agencies who expressed an interest, inviting them to take part in a second wave (closing date Friday 10 October). More information, costs of taking part etc.. are available from Richard Horswell on 01283 704475 or e mail richard@rhmr.co.uk

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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