In the market research industry, it is easy to view client relationships as a series of transactions: receive brief, deliver insights, repeat. But in a competitive market, being a “vendor” isn’t enough. You need to be a partner.

Last week, we sat down with Hazel Wilkinson, Founder of Neon Thinking, to discuss “How to Build Stronger Relationships with Clients.” Described by colleagues as a “force of nature,” Hazel has spent twenty years mastering the art of client leadership.

Here are her top takeaways on moving beyond the “courtship” phase and building relationships that last.

1. Ditch the “Performance”

One of Hazel’s biggest insights is that many researchers treat client interactions like a stage performance. We script what we want to say, we put on a “corporate persona”, and we panic about saying the wrong thing.

Hazel’s advice? “Don’t perform. Be yourself”.

Clients are just people trying to navigate complex environments. As Hazel noted, “If you’re performing, you’re not listening.” By dropping the mask, you build rapport faster and make yourself a safe pair of hands for their challenges.

2. The Brief Golden Rule: Chat Before You Start Typing

When a brief lands in your inbox, the temptation is to immediately start writing a proposal. Hazel has a non-negotiable golden rule: “Have a call every time.“

Why? Because “the real brief is probably not what’s on the piece of paper.” Briefs are often written in a rush or diluted by internal politics. You need to ask the “brief behind the brief” questions:

• Why now?

• What happens next?

• What does success look like for your stakeholders (not just the project)?

By listening instead of “selling”, you can tailor your approach to their actual reality, not just their stated requirements.

3. The Power of Saying “No”

It feels counter-intuitive, but being a “Yes Person” is often the quickest way to damage a relationship.

Hazel highlighted that clients value expertise over obedience. They want someone confident enough to challenge them and guide them. If a timeline is unrealistic or a methodology won’t achieve the right results, saying “No” (pragmatically and politely) demonstrates that you care more about the outcome than the transaction. That is where trust is built.

4. Understand Their “Internal Environment”

We often forget that our clients are dealing with internal challenges, budget constraints, and fast-paced pressures that we don’t see. Hazel advises getting under the skin of their operational context.

If a client seems difficult or a department seems siloed, ask why. Are they in a hyper-competitive internal environment? Are they under immense time pressure? By understanding the context where they operate, you can start offering solutions that actually help them navigate their own organisation.

Summary

Building strong client relationships isn’t about sales tactics; it’s about empathy. As Hazel summarised: “Two things can coexist – being authentic and being commercially focused.”
A huge thank you to Hazel Wilkinson for joining us and sharing her wisdom. If you wish to watch the full webinar recording, you can find it here.