The Marketing Of Market Research: Successful Communication Builds Influence

One of the biggest challenges that market researchers face is to show the added value of market research to the company and to gain influence at the executive level. To increase visibility, market researchers need to communicate constantly, consistently, and effectively what they're doing and how that affects the organization, whether it is through in-person meetings, phone calls, emails, or Web 2.0 outreach like blogs or wikis. To structure this process, market researchers need to design a communication plan covering the distribution of research insights to the different target audiences and implement a feedback system for tracking usage and relevance.