Developing the High-Performance Market Research Function

Publication Date	February 2004
Publisher	Best Practices
Product Type	Report
Pages	169
ISBN Number	not applicable
Product Code	BPC00002

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Summary

Market research departments increasingly face this challenge to their primary roles: evolving from providers of support-level data to highly-valued business advisors for strategic decision-making. This comprehensive report examines how dozens of companies have created exceptional market research operations. Performance-critical topics that are covered in depth include optimizing structure for maximum personnel and resource efficiency, ensuring value and relevance in market research findings, managing the performance of career and rotational staff professionals as well as rotational employees, achieving excellence in productivity and process. This report presents proven tactics to improve the impact, influence and efficiency of the market research function. With interviews from executives at 11 top companies, extensive survey data and insight drawn from 85 surveyed companies and findings from site visits, this report explains how leading market research organizations increase their impact, influence and efficiency.

Content

Executive Summary
Optimizing Market
Research Structures:
The Art of Collaboration
- Business Background and Overview
- Study Objectives
- Benchmark Class
- Participating Managers
- Key Findings
- Report Structure and Organization
- Path Forward
Process Excellence and Productivity Management
Building Influence and Enhancing Business Value
- Chapter Contents
- Overview
- Making Your Structure Work
- Structure Trends: Working with Your Corporate DNA
- Communicating the Importance of Market
Research: How Rank Signals Status
- Leadership's Role in Championing
Coordination and Sharing
- Minimizing Cross-Unit Redundancy
- Chapter Contents
- Overview
- Building Credibility with Senior Leadership
- Providing Value-Added Services to All
Constituents
- Turning Data into Intelligence and
Market Insights
- Communicating Market Insights that Guide and Grow the Business
- Chapter Contents
- Overview
- Assessing Workloads and Resource Requirements
- Managing Staff and Projects
- Managing Vendors and Outsourcing Performance Management:Developing People and Expertise
- Chapter Contents
- Overview
- Creating a Market Research-Focused Culture
- Developing Talent
- Employing Career Paths
- Training and Developing Market Research Competencies and Capabilities