Internal Market Research Programs Objectives, Frequency, Vendors and Lessons Learned for Using Employees in Market Research

STUDY OVERVIEW
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STUDY OVERVIEW
The role of Market Research is evolving as organizations turn to the function to provide insights into consumer behavior and marketplace changes. As part of the evolving role of Market Research, organizations across industry sectors are using employees for some Market Research studies to capture business-related insights and to drive greater workforce engagement.

This study examines internal Market Research programs and presents benchmarks regarding their volume, types and frequency; objectives and the use of internal versus vendor staff. The study also offers success stories and lessons learned around internal Market Research programs.

The study provides Market Research executives, managers and supervisors with qualitative insights and quantitative metrics around the use of employees for Market Research.

KEY TOPICS

Internal Market Research Programs: Governance and Study Volume, Types, & Frequency
Effective Research Formats & Settings
Internal Market Research Program Objectives: Evaluating Goals, Benefits, & Limitations
Data Collection & Privacy Protection
The Role of Internal Market Research vs. Vendors
Quotes & Insights from the Field

KEY METRICS

Governance roles used for Internal market research Programs
Maturity of market research Programs
Annual Internal market research Studies Conducted
Study Types Conducted & Deployed
Vendor/Internal Market Research Group Collection Strategies
Employee Participation Risk Areas
Prevention Against Bias in Internal market research Studies
Top-Ranked Internal market research Goals
Evaluating Internal market research Program Success
Impact of Projects on Internal Client Relationships
Lessons Learned & Success Stories from Internal MR Leaders

SAMPLE KEY FINDING

Internal MR Programs tend to be ad hoc & not very formalized. Thirty-one percent of companies conduct internal market research on a “frequent” basis, with another 46 percent conducting it at least “sometimes.”

METHODOLOGY
Best Practices, LLC engaged 50 Market Research, Marketing, and Human Resources leaders at 46 global organizations through a survey instrument. Deep-dive interviews were then conducted with 7 executives to capture additional qualitative insights.

Industries Profiled:
Health Care; Pharmaceutical; Biotech; Biopharmaceutical; Clinical Research; Laboratories; Financial Services; Academic; Insurance; Market Research; Professional Services; Manufacturing; Banking; Aerospace; Computer Software; High Tech; Medical Device; Diagnostic

Companies Profiled:
Sanofi; Farm Credit Canada; American Dental Association; Davenport University; Plymouth Rock Assurance; ORC International; GE Asset Management; Waters Corporation; First National Bank; Adler Life Sciences; LLC; Cigna; Thomson Reuters; Johnson Controls; Nissan; Citibank; Boeing; Microsoft; Aspen Pharmacare; Cadila Pharmaceuticals; ViroPharma; Janssen; Pfizer; Roche; Lupin; Wockhardt; Covidien; Daiichi Sankyo; Shire; LEO Pharma; Stryker; Biogen Idec; Boehringer Ingelheim; Teva Pharmaceutical Industries Ltd; Abbott; Mylan; cipla; Purdue Pharma; AstraZeneca Pharmaceuticals; Gilead Sciences; UCB Pharma; Grifols; Abbvie; Baxter Healthcare; Ferring Pharmaceuticals; Lundbeck

If you purchase Best Practice Database document(s), you will have 30 days from the date of purchase to apply some or all of the cost of the document(s) toward the cost of a Full Access Individual, Pharma, Group or University Membership. Write us at DatabaseTeam@bestpracticesllc.com or call David Guinn at 919-767-9179 if you have any questions.

Internal Market Research Excellence: Objectives, Frequency, Vendors and Lessons Learned for Using Employees in Market Research

ID: 5252

Features:

Pages/Slides: 34

Published: Pre-2019

Delivery Format: Online PDF Document

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