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32 Data Graphics
300+ Metrics
21 Narratives
11 Best Practices
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Industries Profiled: Manufacturing; Medical Device; Pharmaceutical; Health Care; Diagnostic; Biotech; Banking; Consumer Products; Science; Financial Services; Energy; Market Research; Biopharmaceutical; Clinical Research; Laboratories; Computers; Computer Software; Utilities; Telecommunications; Professional Services Companies Profiled: 3M; Abbott; Alcoa; Amgen; Astellas; Bank of Ireland; Baxter Healthcare; Bayer; Becton Dickinson; Boehringer Ingelheim; Boston Scientific; Bristol-Myers Squibb; CareFusion; Caterpillar; Central Life Sciences; Covidien; CUNA; Dow Corning; Dresser-Rand; Eisai; EMD Serono; Ferring Pharmaceuticals; GlaxoSmithKline; Invoy; Ipsos; Johnson & Johnson; Medtronic; Pfizer; Sanofi; Sanofi Pasteur; SAS; The Chamberlain Group; The Coleman Company; Inc; Thomson Reuters; Westinghouse Electric
Study Snapshot The report is based on the qualitative and quantitative insights of 41 Market Research & Training leaders from 35 companies. In addition, research analysts conducted deep-dive executive interviews with six selected respondents to collect qualitative data and insights.
Key Findings Perceived Value of MR Function Is in Decline: The perceived value of the Market Research function is eroding at many of the participating companies, where market researchers may be seen as simply order-takers rather than strategic partners. Training Can Play a Key Role in Restoring the MR Function’s Value: Training can help Market Research create value and earn recognition from its internal clients by developing the analysts to fill new roles as strategic partners who help drive business results. Partnership/Advisory Role for MR Is Top Objective of Leading Teams: Quantitative/technical skills are needed to build competent analysts whose work is accurate and trusted. Analysts also need insight development skills to improve decision support and consulting skills to help them evolve into strategic business advisors who partner with their clients. Leading MR Programs Provide Tech Skills & Consulting Training: Interviewed participants have begun hiring market researchers for consulting skills over quantitative skills and offering mentoring and specialized external classes in consulting to evolve technical-oriented analysts.
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