Odd statement from a full service market research firm but we’re hoping there is some truth to the “truth shall set you free” adage.
I don’t know if this will be received as stating the obvious or revelation but most pricing by most firms is based on direct costs, otherwise known as cost plus accounting. This pricing method benefits from simplicity and ease of calculation but it does nothing to align the supplier’s interests with that of the end client – ironic since most full service firms like to position themselves as “partners”.