Non-members: Click here to review a complimentary excerpt from "Market Research Excellence: Staff Selection & Training, Customer Engagement and Research Pitfalls"
Market research groups within the biopharmaceutical sector serve an array of internal customers. Through insights-driven and tracking research projects they arm brand teams, marketing colleagues and sales groups with information that helps these functions grow the company. To ensure market research groups meet their many obligations, leaders need to ensure they effectively train market research staff, understand internal clients' needs, and recognize the weaknesses of different research types.
Best Practices, LLC conducted this benchmarking study to explore the ideal market research training, communication and service levels that will best serve internal customers. The study includes an assessment of pitfalls for presenting tracking and insight research, training approaches for market research staff and effective ways to communicate with internal clients to ensure value of research is conveyed.
- Understanding stress points by research type
- Market research staff selection and training
- Improving market research credibility and customer engagement
- Eliminating redundant and lower value research
SAMPLE KEY FINDING
- Frequent criticisms of tracking research
- Criticisms of insight-driven research projects
- Importance rating of staff selection & hiring factors
- Most valuable training for strengthening market research team's tracking research capabilities
- Most valuable training for strengthening market research team's insights-driven research capabilities
- Importance rating for winning trust and credibility among internal clients
- Frequency of interactions (by type) between market research and internal customers
- Does market research differentiate internal research levels between brands? If so, what are the differentiating factors?
Engage With Customers Directly & Frequently To Earn Trust: Market research staff will be handicapped from advocating and designing valuable projects if they don’t understand customer needs, engage frequently and directly with internal customers and master the business and therapeutic issues relevant for each brand. Increased investment in market research comes from improving trust from internal customers.
Market research leaders from 14 global pharmaceutical and medical device organizations participated in this benchmark field study and survey analysis.