In today’s competitive landscape, many market research agencies—especially in emerging markets like Vietnam—are constantly asked to justify their pricing. With budgets shrinking and clients demanding more for less, agencies are tempted to lower their prices just to stay in the game. But is this truly a wise strategy?
At first glance, reducing prices seems like a straightforward tactic to win business. Clients love value, and undercutting competitors can seem like the quickest route to a signed contract. However, the long-term implications of this approach often tell a different story.
When an agency drops its rates to compete, it may win more projects in the short term. But winning projects at unsustainably low prices often results in overworked staff, underqualified freelancers, compromised deliverables, and worst of all—damaged reputation.
Clients might come for the price, but they stay (or leave) because of quality. One poor experience can cancel out the initial cost savings in the client’s eyes. In the end, cheap rates may win a contract, but they don’t build a trusted brand.
Let’s put this into perspective with an example. Suppose Agency A cuts its in-depth interview (IDI) price from $500 to $350 to beat a rival. To make up for the margin loss, they use less experienced moderators, reduce time spent on recruitment verification, or eliminate quality control checks. As a result, the insights suffer.
The client might save $1,500 across a few interviews—but they risk poor data, irrelevant insights, and a report that doesn't truly inform business decisions. Eventually, they go back to a higher-priced competitor who delivers what they truly need: clarity and confidence.
It’s true that clients often face budget pressures, and agencies should remain flexible. But flexibility doesn’t always mean price cutting. Instead, it can mean:
By showing clients the direct connection between cost and quality, agencies can often maintain fair pricing while helping clients meet budget goals.
Market research is not a commodity. Agencies sell expertise, trust, reliability, and the ability to turn data into action. When an agency positions itself purely on price, it essentially tells the market that its insights are interchangeable with others—and that’s rarely the case.
Instead of racing to the bottom, smart agencies focus on differentiation:
These attributes command respect—and fair pricing.
Let’s be honest: Some clients will always go for the lowest quote. They treat research as a checkbox activity rather than a decision-making tool. But these are not always the best clients. Agencies that constantly compete on price often attract projects with high demands, low flexibility, and little appreciation for the value of insights.
The best clients—the ones that lead to long-term partnerships—are those that value outcomes, not just deliverables. They want a partner, not just a vendor.
There’s a big difference between slashing prices and offering strategic discounts. Strategic discounting means:
This way, the agency retains control over profitability and sends a clear message: we’re flexible, not desperate.
In Vietnam, the demand for consumer insight is growing fast—but so is the competition. Agencies face pricing pressure from local boutique firms, global players, and even freelancers. Yet the most respected names in the market are those that have stuck to quality, built reliable field teams, and trained strong moderators.
At RubikTop, we’ve seen firsthand how cutting corners erodes trust. That’s why we continue to invest in well-trained fieldwork staff, double-check respondent authenticity, and maintain rigorous quality control. And when clients challenge our rates, we invite them to compare the methodology, supervision, and final output—not just the number on the quote.
The short answer: No—not as a default strategy.
The smarter answer: Be flexible without devaluing your work. Educate your clients, offer creative solutions, and communicate the true cost of quality research.
Undercutting might win you a client. But understanding, delivering, and partnering with clients will win you a reputation—and that’s worth far more.
