Business Case Report

Building Support For Customer And Market Research

January 1st, 2018

Summary

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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