Abstract
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.
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