Trends Report

Identify Your Market Insights Maturity

Key Competencies Required To Leverage Market Insights

October 5th, 2012
RE
Richard Evensen
With contributors:
Reineke Reitsma , Molly Murphy

Summary

To ensure that stakeholders have the information they need to succeed — if not survive — in an age of customer power and heightened competitive disruption, market insights professionals need to evolve to higher levels of maturity in terms of their capabilities. In reviewing years of research into best practices and interviews with market insights professionals across functional levels, industries, and geographies, Forrester has identified the must-have competencies for market insights teams that want to be able to distill insights that drive business value. This report lays out these key competencies that, when firmly implemented, will allow struggling market insights organizations to improve their performance and show good organizations how to evolve into being truly great business value drivers.

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