Executive Summary (This is a document excerpt)

As a business-focused market research professional, you must provide compelling proof that you are delivering value to the organization's bottom line. Given the complexity and diversity of market research deliverables, a single value metric just doesn't exist. One sure way to prove value, however, is to become invaluable to your organization's business success. The 33 market research professionals we spoke with shared many helpful suggestions — especially for maturing market research organizations — on how to be better integrated into the business needs driving research, the importance of thoroughly planned research projects, alternative methods to demonstrate value, and increasing visibility. Together these tactics will help market researchers crystallize the impact of research on smart business decisions and earn a seat at the strategy table.

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