Full Service Market Research Company or Flexible Research Partner? Here’s How to Choose.
If you’re searching for a way to unlock better insights, choosing between a full service market research company and a flexible market research solution is a critical decision. Businesses today are increasingly turning to trusted research partners to support their data-driven strategies—but not every organization needs the same level of support.
Some brands benefit from working with a top full service market research company that provides end-to-end services, managing every phase of the project. Others need flexible market research models that allow them to scale support and select only the services they need.
This article compares both models—and introduces a hybrid approach offered by leading full service market research suppliers like Touchstone Research.
What is Full Service Market Research?
A full service market research company delivers complete project support, from study design and recruitment to fieldwork, analysis, and final reporting. This turnkey model is ideal for brands that want comprehensive insight without having to manage execution in-house.
Benefits of Full Service Market Research Companies:
✔ Total Insight Delivery – Deep audience understanding with minimal lift from internal teams
✔ Expert-Led Execution – Methodologies designed and implemented by seasoned researchers
✔ Time & Resource Savings – The agency handles all logistics and technicalities
✔ Strategic Partnership – Work with a full service market research supplier that brings industry knowledge and best practices
What is Flexible Market Research?
Flexible market research allows businesses to customize their research support—choosing only the components they need, such as participant recruitment, survey programming, moderation, or analytics. It’s the go-to model for brands that already have internal teams or need to stretch their research budgets.
Benefits of Flexible Market Research:
✔ Highly Customizable – Scale services based on evolving research goals
✔ Cost-Efficient – Pay only for what you need, when you need it
✔ Ideal for Agile Teams – Internal researchers can supplement capabilities with outside expertise
When to Use Flexible Market Research:
You’re building a community panel and only need recruitment and panel management assistance
You need recruitment for focus groups or IDIs but will moderate internally
You’re managing survey design but want help with programming and fielding
You want to run DIY Dial Testing project or Secure Content Testing Project but only need setup support
Full Service vs. Flexible Market Research: What’s the Difference?
| Category | Full Service Market Research | Flexible Market Research |
|---|---|---|
| Scope | Agency handles full project lifecycle | Client selects specific services to supplement their efforts |
| Qualitative Research | Design, recruit, guide development, moderate, report | Recruitment or moderation only |
| Quantitative Research | Survey design, programming, sampling, data processing analysis | Survey Programming through data processing only |
| User Experience (UX) & Usability Testing | Journey mapping, usability testing, persona development, moderation, reporting | Project recruitment, setup and logistics only |
| Panels & Communities | Full community creation, engagement, research management | Panel recruitment and management only |
| Research Tools | Full-service SCT and Dial Tester with reporting | DIY access with fielding support |
| Budget & Flexibility | Larger investment, all-in support | Cost-effective, scalable model |
Hybrid Market Research: Combine the Best of Both Worlds
At Touchstone Research, we are a top full service market research company but also offer flexible market research support. Our hybrid approach is designed for brands that need agility without compromising quality.
When to Choose a Hybrid Approach:
- You’re running ongoing research programs or multi-phase projects
- You want predictable research budgeting with room to scale
- Your internal teams need varying levels of support depending on the study
- You require both full-service and flexible options across global markets
Hybrid Benefits:
✔ Scalable Across Projects – Switch between full and flexible support as needed
✔ Budget-Friendly – Allocate resources where they matter most
✔ Agile Execution – Launch quickly, adapt easily
✔ Expert Access – Use TSR for UX, analytics, recruitment, tech, or moderation
Why Touchstone Is a Best-in-Class Full Service Market Research Company
Touchstone Research is widely recognized as a best full service market research company, trusted by global brands across industries. We combine cutting-edge technology, expert quantitative, qualitative, recruitment, UX, and insight community & online panel services with flexible execution models to deliver insight-driven solutions at every scale.
What Sets Us Apart:
- ✅ Over 30 Years of Experience as a Full Service Market Research Supplier
- ✅ Flexible Market Research Services for Custom Projects
- ✅ Proprietary Tools: Dial Tester & Secure Content Testing (SCT)
- ✅ AI-Powered Market Research Services: Conversational AI Surveys & Augmented Sampling
- ✅ Global Market Reach: Research in 60+ Markets, Multicultural & Youth Audiences
- ✅ Scalable Research Programs with Annual Budgeting & Project Tracking
Let’s Build the Right Research Model for You
Whether you need a full service market research company to manage your entire project—or a flexible partner to support your in-house team—Touchstone Research offers tailored research strategies designed to deliver actionable insights.
👉 Contact us today to discover how our team can support your research goals with the agility and expertise you need.