Developing the High-Performance Market Research Function
Table of Contents
Developing the High-Performance Market Research Function
EXECUTIVE SUMMARY 1
Business Background and Overview 1
Study Objectives 1
Figure S.1-Study Overview 2
Benchmark Class 2
Figure S.2-Universe of Learning 3
Figure S.3-Drill-Down Interviews & Site Visit Partner Companies 3
Participating Managers 4
Figure S.4-Broad Perspectives & Insights 4
Key Findings 4
Report Structure & Organization 10
OPTIMIZING MARKET RESEARCH STRUCTURES: THE ART
OF COLLABORATION 11
Overview 14
Making Your Structure Work 15
Figure 1.1-Making Your Structure Work 15
Structure Trends: Working with Your Corporate DNA 17
Figure 1.2-Influences on Structure 18
Figure 1.3-Market Research Structure Trends 19
Figure 1.4-Hybrid Market Research Structure: Decentralized 20
Figure 1.5-Decentralized Market Research Structures: Country
& Therapeutic Focus 21
Figure 1.6-Centralized Global Market Research Structure 21
Figure 1.7-Market Research Sub-Structure Trends 23
Figure 1.8-Focusing Market Research Authority 24
Figure 1.9-Market Research Leadership Reporting Lines 25
Communicating the Importance of Market Research: How Rank
Signals Status 27
Figure 1.10-Market Research Reporting Relationships 27
Figure 1.11-Market Research Leadership Rank Signals Status 28
Figure 1.12-Market Research Group Deployment Strategies 30
Leadership’s Role in Championing Coordination and Sharing 31
Figure 1.13-Setting Collaboration Groundwork 32
Figure 1.14-Fostering Collaboration 33
Figure 1.15-Knowledge Sharing Across Market Research Units 35
Figure 1.16-Communication Mechanisms 36
Figure 1.17-Budget for Global Market Research 39
Minimizing Cross-Unit Redundancy 40
Figure 1.18-Tactics to Minimize Redundancy 41
Figure 1.19-Avoiding the Communications Chasm 42
Figure 1.20-Market Research Budgeting Insights 47
BUILDING INFLUENCE AND ENHANCING BUSINESS VALUE 49
Overview 52
Figure 2.1-Span of Market Research Responsibilities 53
Figure 2.2-Insight and Impact Management 54
Building Credibility with Senior Leadership 57
Figure 2.3-Winning Management Support 57
Figure 2.4-Influence & Interaction with Market Research Leadership 58
Figure 2.5-Communication Mechanisms that Drive Business Effectiveness 59
Figure 2.6-Communication Mechanisms 60
Figure 2.7-Market Research Influence Benchmarks 61
Figure 2.8-Influence Differences across Sectors 62
Figure 2.9-Influencing Key Decisions & Processes 63
Figure 2.10-Demonstrating Market Research Value 64
Figure 2.11-Designing Successful Market Research Projects 66
Figure 2.12-Business, Customer & Market Factors 67
Providing Value-Added Services to All Constituents 69
Figure 2.13-Serve All Internal Constituents 70
Turning Data into Intelligence & Market Insights 71
Figure 2.14-Marry Market & Competitor Views 72
Figure 2.15-Steps to Turning Data into Intelligence 73
Figure 2.16-Forging Break-Through Insights 73
Figure 2.17-Developing Critical Thinking Skills 76
Figure 2.18-Top Market Research Project Skills/Competencies 79
Figure 2.19-Secondary Market Research Project Skills/Competencies 80
Communicating Market Insights that Guide & Grow the Business 88
Figure 2.20-Market Research Info Packaging for Optimal Impact 89
Figure 2.21-Value-Added Formats 90
Figure 2.22-Developing Proactive Market Insights 91
Figure 2.23-Identifying Business Opportunities 92
PROCESS EXCELLENCE AND PRODUCTIVITY MANAGEMENT 95
Overview 98
Figure 3.1-Market Research Productivity Management 99
Assessing Workloads & Resource Requirements 100
Figure 3.2-Product Coverage 101
Figure 3.3-Product Coverage per Professional 103
Figure 3.4-Market Research Investment per Professional 108
Managing Staff & Projects 111
Figure 3.5-Market Research Project per Professional 111
Figure 3.6-Market Research Project Staffing Strategy 112
Figure 3.7-Prioritization Tools & Techniques 114
Figure 3.8-Research Balancing Techniques 115
Figure 3.9-Intelligence Management 120
Managing Vendors and Outsourcing 122
Figure 3.10-Core Competency Projects 122
Figure 3.11-Top Outsourced Market Research Projects 123
Figure 3.12-Outsourcing of Market Research Processes 124
Figure 3.13-Managing Vendors & The “Intelligence Chain” 127
Figure 3.14-Partnering on Market Research Projects 129
PERFORMANCE MANAGEMENT: DEVELOPING PEOPLE
& EXPERTISE 135
Overview 138
Figure 4.1-Driving Continuous Improvement 139
Figure 4.2-Creating Market Research Experts & Leaders 140
Creating a Market Research-Focused Culture 141
Figure 4.3-Market Research Culture 142
Figure 4.4-Market Research Staffing for Balance & Health 145
Figure 4.5-Develop Cross-Functional Culture 146
Figure 4.6-Rotational Market Research Staff 147
Figure 4.7-Market Research Educational Backgrounds 148
Figure 4.8-Market Research Co-Location Tactics 149
Developing Market Research Talent 152
Figure 4.9-Market Researchers Competencies 153
Employing Career Paths 158
Figure 4.10-Market Research Career Path Planning Across Industries 158
Figure 4.11-Market Research Career Path Planning in Pharma 158
Figure 4.12-Market Research Career Path Development 159
Figure 4.13-Market Research Career Path Ladders 160
Figure 4.14-High-Performing Market Research Managers 162
Training & Developing Market Research Competencies & Capabilities 163
Figure 4.15-Top Market Research Project Skills & Competencies 164
Figure 4.16-2nd Tier Market Research Project Skills & Competencies 165
Figure 4.17-Preparing Market Research Managers 166
Figure 4.18-Top Market Research Process Skills & Competencies 167
Figure 4.19-Market Research Training Duration 168
Figure 4.20-High Performing Market Research Professionals 169
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List of Charts & Exhibits
· Making Your Structure Work
· Influences on Structure
· Market Research Structure Trends
· Hybrid Structure: Decentralized
· Decentralized Structures: Country & Therapeutic Focus
· Centralized Global Structure
· Market Research Sub-Structure Trends
· Focusing Market Research Authority
· Leadership Reporting Lines
· Reporting Relationships
· Leadership Rank Signals Status
· Group Deployment Strategies
· Setting Collaboration Groundwork
· Fostering Collaboration
· Knowledge Sharing Across Units
· Communication Mechanisms
· Budget for Global Market Research
· Tactics to Minimize Redundancy
· Avoiding the Communication Chasm
· Budgeting Insights
· Span of Research Responsibilities
· Insight & Impact Mgt.
· Winning Management Support
· Influence & Interaction With Leadership
· Communication Mechanisms That Drive Business Effectiveness
· Communication Mechanisms
· Influence Benchmarks
· Influence Differences Across Sectors
· Influencing Key Decisions & Processes
· Demonstrating Market Research Value
· Designing Successful Projects
· Business, Customer & Market Factors
· Serve All Internal Constituents
· Marry Market & Competitor Views
· Steps to Turning Data into Intelligence
· Forging Break-through Insights
· Developing Critical Thinking Skills
· Top Project Skills/Competencies
· Secondary Project Skills/Competencies
· Info Packaging For Optimal Impact
· Value-Added Formats
· Developing Proactive Market Insight
· Identifying Business Opportunities
· Productivity Management
· Product Coverage
· Product Coverage per Professional
· M.R. Investment Per Professional
· Project Coverage Per Professional
· Project Staffing Strategy
· Prioritization Tools & Techniques
· Research Balancing Techniques
· Intelligence Management
· Core Competency Projects
· Top Outsourced Research Projects
· Outsourcing of Research Processes
· Managing Vendors & The “Intelligence Chain”
· Partnering On Research Projects
· Driving Continuous Improvement
· Creating Experts & Leaders
· Market Research Culture
· Staffing for Balance & Health
· Develop Cross-Functional Culture
· Rotational Staff
· Educational Backgrounds
· Co-location Tactics
· Market Researchers Competencies
· Career Path Planning Across Industries
· Career Path Planning in Pharma
· Career Path Development
· Career Path Ladders
· High-Performing Research Managers
· Top Project Skills & Competencies
· 2nd Tier Project Skills & Competencies
· Preparing Research Managers
· Top Process Skills & Competencies
· Training Duration
· High Performing Professionals
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