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Traditionally, market research teams were buried within the marketing organization, relegated to marketing support status with little ear to senior decision makers. But a more recent trend designed to elevate the status of market research departments to a more strategic decision support function has shown light on the importance of market research. The transformation from market research to market intelligence involves more cross-functional involvement from clinical research to business development and, of course, marketing

Cutting Edge Information designed this study to observe the benefits of market intelligence organizations that are structured to deliver more strategic decision support. This study includes details on organizational structures, benchmarks for budgets and staffing, as well as outsourcing. The findings contained within are organized to provide readers with a clear understanding of an effective market research infrastructure, a sound market research plan and how to communicate key findings across the organization.

The information contained in this report is gathered from numerous global and US market research directors, managers and leaders. Cutting Edge Information’s analysts also sought information from market research vendors, competitive intelligence professionals, brand directors and product managers. From phase by phase brand-level market research spending to how groups structure and allocate human resources, this report guides market intelligence groups to achieve greater success.

 

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