Why Read This
Forrester receives a significant number of inquiries about market research from its clients. These range from best practices to the implications of technology for research approaches. Strangely, less than one-third of these inquiries come from clients who self-identify as market research professionals. Sure, part of this activity is driven by firms that are too small to have a distinct market research function, so it becomes part of someone else's job function. However, the majority are driven by the dispersal of the market research function throughout the organization. Forrester does not consider this to be a best practice and gives advice about how to avoid it and boost the research professional's strategic visibility.