Market Research Outsourcing: Assessing the Value of Outsourcing and Implementing Automation

STUDY OVERVIEW

Burdened with headcount constraints and new products to support, Market Research executives can potentially gain critical efficiencies through the shrewd use of outsourced personnel and system automation. Best Practices, LLC conducted this study to examine how leading organizations assess the value of their outsourcing and how Market Research groups automate processes for efficient report generation and better knowledge management.

The study also provides several outsourcing models utilized by study participants. Executives can use the market research models and key insights in the study to evaluate the effectiveness of their systems and the areas in which they can improve.


KEY TOPICS

• Assessing the Value of Outsourced Market Research Labor
• Using Automation to Enhance Market Research Performance
• Outsourcing Models Observed in this Study
• Executive Quotes from the Field
• Outsourcing Competitive Intelligence

• Effectiveness rating of outsourcing different market research functions (i.e. secondary analytics, secondary reporting preparation, etc.)
• Internal client feedback to market research completed by external contract personnel
• Common outsourcing pitfalls that a pharma market research group can make in deciding to outsource the labor for an entire market research function or bring on external contract MR personnel
• Change in outsourcing levels for different market research functions in the next 2-3 years
• Use of an automation system
• Percentage of automation for specific market research functions
• Platform delivery presentation of automated data and reports
• Role different groups play in automation systems implementation
• Management of automation system
• Internal client feedback to automated market research process

• Use of Automation in Market Research on the Rise: A solid majority (63%) of market research groups have succeeded in automating some facet of their function, usually in the outputting of secondary data and reports.

• Automated Reports Gain Significant Client Satisfaction: Automated secondary report generation – the most common automated market research function – received the highest satisfaction ratings overall from commercial clients.
  

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