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For Customer Insights Professionals

Role Insights: Market Researchers Struggle For Strategic Relevance

Align With Internal Clients' Business Needs And Prove Value To Be Valued

January 07, 2009

By Heidi Shey, Brad Bortner with Ellen Daley, Reineke Reitsma

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Why Read This Report

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.
Tags: Market Research, Marketing Organization & Culture, Marketing Organizational Structure, Technology Product Strategies
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TABLE OF CONTENTS

  • Most Market Research Groups Are Not Strategic Partners Yet
  • Challenges In Funding And Operations Are Key Obstacles

  • RECOMMENDATIONS

    Get Organized To Start Attaining Strategic Relevance
  • Supplemental Material
  • Related Research Documents
 
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