3 minutes to read. By author Michaela Mora on January 26, 2011 Topics: Business Strategy, Market Research, Market Research Cartoons
It is often difficult to connect market research to business impact and outcomes, This frequently leads organizations to allocate a smaller budget and staff to the market research function (if any) or just get rid of it.
Among the reasons why this happens, we often find:
In order to understand market research’s ROI and connect it to the business impact, it ought to have, follow this approach
A formal process forces end-users of market research to think through what they want to achieve with the research. Steps in this process should include:
Although this step is designed for discussing specific research requests, the first point can also be used to identify the market research needs of different groups within an organization in order to craft an overall marketing research plan the organization should follow. This would help with project prioritization and resource allocation. Of course, the marketing research plan should be communicated to key stakeholders within the different groups in the organization, so they take ownership in the process and are open to using market research to advance the business.
A distribution system to disseminate the research results is essential in the implementation of insights. This could include:
Establish a feedback system to monitor how the research results are being used and what impact they have on the business. This system could include:
Connecting market research to business impact is not easy, but it can be done with the help of a systematic approach is adopted in order to get key stakeholders involved in the research process, share research insights and track their impact on the business.
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