Developing Integrated Market Research Functions

Decision Support for 2008

Publication Date	July 2007
Publisher	Cutting Edge Information
Product Type	Report
Pages	173
ISBN Number	not applicable
Product Code	CUT00010

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Summary

Examine market research departments' structures, budgets and staffing levels -- and the challenges they face in supporting strategic decisions (PH102)

Traditionally, market research teams were buried within the marketing organization, relegated to marketing support status with little ear to senior decision makers. But a more recent trend designed to elevate the status of market research departments to a more strategic decision support function has shown light on the importance of market research. The transformation from market research to market intelligence involves more cross-functional involvement from clinical research to business development and, of course, marketing.

Cutting Edge Information designed this study to observe the benefits of market intelligence organizations that are structured to deliver more strategic decision support. This study includes details on organizational structures, benchmarks for budgets and staffing, as well as outsourcing. The findings contained within are organized to provide readers with a clear understanding of an effective market research infrastructure, a sound market research plan and how to communicate key findings across the organization.

The information contained in this report is gathered from numerous global and US market research directors, managers and leaders. Cutting Edge Information's analysts also sought information from market research vendors, competitive intelligence professionals, brand directors and product managers. From phase by phase brand-level market research spending to how groups structure and allocate human resources, this report guides market intelligence groups to achieve greater success.

Companies Included in Report

Abbott Labs
Actelion Pharmaceuticals
Alcon Labs
Amylin Pharmaceuticals
Astellas
Bayer Schering
Becton Dickinson (BD) Biosciences
Biovail
Bristol-Myers Squibb
Cephalon
Dey
Focus Forward
Eli Lilly
Genzyme
Human Genome Sciences
Intas Pharmaceuticals
Novartis
Pfizer
Schering-Plough
Shire Pharmaceuticals
Solvay
Stiefel Laboratories
Teva Neuroscience

Content

Market Research Structures
- Percentage of Companies with Common Organizational Structure
  - Centralized vs. Decentralized
  - Dedicated Market Research Functions
  - Departments Involved in Market Research Activities
Market Research Budgets
- Market Research Budgets per Company for 2006 & 2007
  - US
  - Rest-of-World
- Market Research Budgets: Increases vs. Decreases
  - US
  - Rest-Of-World
- Percentage of Functions that Provide Budget Contributions
  - Average Percentage Contribution for 2007 by function
  - Average Monetary Contributions by Function
- Percentage of Companies That Tie Market Research Budgets tBrands
- ROI Measurement by Percentage of Companies
- Market Research Budgets for Mature Product
Market Research Staffing
- Market Research Staffing by Company for 2006 & 2007
  - US
  - Rest-of-World
- Market Research Staffing for Mature Products
Market Research Spending by Phase and Therapeutic Area
- Average Market Research Spending by Development Phase
  - Animal Health Products
  - Autoimmune Products
  - Cardiology & Thrombosis Products
  - CNS & Psychology Products
  - Consumer Products
  - Dermatology Products
  - Endocrinology Products
  - Gastroenterology Products
  - Hematology Products
  - Infectious Disease Products
  - Lifestyle Products
  - Medical Devices
  - Musculoskeletal Products
  - Oncology Products
  - Ophthalmology Products
  - Respiratory Products
  - Urology Products
  - Women's Health Products
Competitive Intelligence Structures and Resources
- Competitive intelligence structures
  - Dedicated CI Functions
  - Departments Oversight for Competitive Intelligence
- Years That CI Has Been In Place
- Competitive Intelligence Budgets by Company: 2006 vs. 2007
  - US
  - Rest-Of-World
- Competitive Intelligence Budgets: Increases vs. Decreases
  - US
  - Rest-Of-World
- Competitive Intelligence Staffing for 2006 & 2007 by Company
  - US
  - Rest-Of-World
- Mature Products
  - Competitive Intelligence Budgets
  - Competitive Intelligence Staffing
Market Research Activities
- Time (in Months) tComplete Market Research Activities
- Budget Breakdown by Activity
  - Pre-Clinical
  - Phase 1
  - Phase 2
  - Phase 3a
  - Phase 3b
  - Registration & Launch
  - Phase 4
- Percentage of Budget Spent on Market Research Activities by Phase
  - Study Development
  - Data Collection
  - Data Analysis
  - Data Communication
  - Report Generation
  - Competitor Analysis
  - Brand Awareness Studies
  - Pricing Studies
  - Concept Testing
  - Market Potential Studies
  - Attribute Testing
  - Market Sizing Studies
  - Market Segmentation
  - Needs Assessment Studies
  - Collateral Testing
  - Other Activities
- Percentage of Companies Using Market Research Collection Tools per Phase
  - Internal Databases
  - Online Databases
  - Internet Portals
  - Focus Groups
  - Telephone Surveys
  - Web-Based Surveys
  - Government Information, Advocacy Groups or Payer Reps
  - Face-to-Face Interviews
  - Conventions and Meetings
  - Usability Testing
  - Mail Surveys
  - Customer & Patient Visits
  - Predictive Techniques
  - Sales Team
  - Mystery Shoppers
  - False-Flag Techniques
  - Phantom Interviews
- Primary vs. Secondary Research Budgets
- Qualitative vs. Quantitative Research Budgets
Outsourcing Metrics
- Most Commonly Outsourced Activities
- Percentage of Market Research Budgets Allocated tOutsourcing by Phase
  - US
    - + Pre-Clinical
    - + Phase 1
    - + Phase 2
    - + Phase 3a
    - + Phase 3b
    - + Registration and Launch
    - + Phase 4
  - Rest-of-World
  - Pre-Clinical
  - Phase 1
  - Phase 2
  - Phase 3a
  - Phase 3b
  - Registration and Launch
  - Phase 4
Other Data
- Market Research Effectiveness Ratings
- Database in Place tShare Market Research Findings
- Common Market Research Challenges