For Consumer Market Research Professionals (Length: 13 pages)

Executive Summary (This is a document excerpt)

Ensuring that high-cost market research maximizes return on investment is hard to do. A simple way to start tracking ROI is to make certain that key stakeholders at least read the research or, even better, act on it — for example, a sales manager using competitive market research on a sales call. Today, market research distribution techniques to maximize research readership run the gamut from emailing reports to sophisticated, personalized portals that handle the complex licensing, content management, and security of multiple sources of market research. At the head of the class is Hewlett-Packard's (HP's) MarketVision. MarketVision's far-reaching data, ease of use, and facilitation of content sharing have made it popular, with 90,000 employees logging on since 2001, eliciting use in key areas like engineering, sales, and marketing. HP is pushing the envelope, using Web services not only to have market research available on the portal but also to incorporate market research into key business processes.

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