Business Case Report

Building Support For Customer And Market Research

January 1st, 2018


Product managers and portfolio marketers seeking approval of customer and market research initiatives (e.g., buyer interviews to create personas, concept testing to iterate and validate new product ideas) often face resistance from peers and senior management, who may believe that customers’ needs are already well understood or that research will not yield the desired information. To overcome this challenge, it’s essential to understand the sources of resistance and make a case for how a modest investment in research can help the organization innovate and grow. In this report, we describe a process that organizations can use to build support for customer and market research.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.