January 7, 2009
Role Insights: Market Researchers Struggle For Strategic Relevance
Align With Internal Clients' Business Needs And Prove Value To Be Valued
by Heidi Lo, Brad Bortner
with Ellen Daley, Reineke Reitsma, Madiha Ashour
Executive Summary (This is a document excerpt)
Results from Forrester's Q2 2008 Global Market Research Organizing For Influence Online Survey show that many market researchers have not been able to position their market research groups as strategic partners within their organizations. Market research leaders report finding themselves sidelined because they are often viewed more as service bureaus focused on tactical, not strategic, questions and research. To pull out of this rut and get on the road to strategic relevance, it is imperative that market research groups create processes to prove value, enhance their own operational efficiency, and improve alignment with their internal clients.
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recommendations
| Forrester surveyed 40 market researchers from business-to-business (B2B) and business-to-consumer (B2C) companies with annual revenues of more than $1 billion and annual market research budgets ranging from $30,000 to $8 million. Related Research Documents
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Original air date: Wednesday, September 02, 2009
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