Optimizing Market Research Structures

There is no perfect market research structure. When one embraces this notion, then the challenge facing market research management seems straight-forward: learn how to make your organization’s structure work as best as it can within the culture of your organization. This leads to a common challenge and central insight from benchmark partners concerning performance optimization.

This document details tactics that managers of market research organizations can use to develop and foster the structure that best works for them. This 12-page document contains insights on structure and sub-structure trends and reporting relationships and includes benchmark survey data, conceptual graphics and executive quotes.

Sample Best Practices

1. Employ a merged and co-located Global and U.S. market research structure to bring one market view to bear.
   *One benchmark partner co-locates its market research structures in the same building to facilitate the sharing of research findings.
2. Optimize structure through people, process and technology systems that embrace cross-unit coordination and sharing to enhance business impact and reduce redundancy.
   *One company’s senior management initiative uses regular videoconferences and joint presentations to coordinate between different market research groups.
3. Set guidelines for collaboration to achieve higher standards of market research excellence.
   *Numerous benchmarking partners observed that senior leaders – both in market research and in senior business leadership functions – play a key role in setting common guidelines, objectives and goals for market research.

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