Internal customers seek insight research projects that drive business growth and value. At the same time, tracking research is continuing to gain significance. As a result, market research organizations need to optimize the mix of tracking research and insight-oriented research to reflect the emerging market and customer needs.
Best Practices, LLC undertook this study to illustrate the ideal allocation of market research resources to best serve internal customers. The document provides insights into the practices, mix, staffing, activity levels and training requirements needed for market research to consistently provide valuable, forward-looking insights into the business.