Question for fellow strategists:
When delivering a brand strategy, do you typically share raw research data (interview transcripts, survey responses) with the client, or do you deliver synthesized insights, analysis, and recommendations only?
Curious what’s considered standard practice in reality.

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Usually we run the research with heavy client involvement. If they’re paying for the research, they should get the data. It’s up to you as a strategist to tell the story!

likesmart

No They are not paying for the Market research...

Share if they ask, no big deal

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Are you referring to customer research, or internal staff interviews conducted under anonymity?

If they want the raw data and transcripts, share them. Now your challenge is to deliver insight and direction they can’t see for themselves. Here’s where you prove the thinking is worth paying for

likeuplifting

Sure, the interviews, too. Same deal.

Consumer research. Def not stakeholder interviews !

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Yeah, that’s exactly why I feel conflicted. Consumer research is one thing, but stakeholder interviews are different. Even if nothing particularly sensitive was said, those conversations were framed as anonymous, and I want to respect that boundary...

The consumer research would be helpful to them, but many clients not only don’t ask for that info, but also don’t have the knowledge or time to makes “heads or tails” of it! Strategy Director 1 is on target, IMHO.

Clients need your analysis, but forthrightly so. However, if info came anonymously from interviewees, I would not share their exact wording to protect their anonymity, but certainly provide the client with clear insights shared.

Full disclosure of findings (whether the client paid for the research and findings, or not) is evidence of your engagement and skilled expertise to interrupt as best for the client. It’s a win-win to offer, and builds a relationship of trust, too.

helpful

Asking because one client has requested access to raw interview responses once the research phase is complete.
Curious how others handle this

Hahah yeah, when you freelance your account manager is just you in a different mood...

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