Research Standardization

Why measuring ROI matters for market research maturity

There are three key questions every market research operative needs to answer: How effective is your research organization? How can you tell? And what can you do about it? When a seminal 2009 BCG study first laid out a maturity model for corporate market research organizations, it created a new benchmark for the industry, setting…

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Sjoerd Koornstra: the research that really drives growth

If you want to understand market research today, ask Sjoerd Koornstra. Formerly Global Consumer Market Insights (CMI) Planner at Heineken International, Sjoerd earned his expertise over three decades at the company, structuring and steering market research worldwide in the pursuit of excellence. Recognized by Market Logic Software as an innovation fellow for his contribution to…

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Reduce duplication of research

As soon as research organizations start running their operations on a marketing insights platform, they gain the transparency to save money in two ways, by preventing duplication of research projects and improving supplier management. Three ways to stop needless duplication of research Start with a proactive budget planning process. Create a learning plan by gathering…

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Automate your research partner roster to choose the best agency, every time

In an ideal world, time at work in an Insight team should be mostly spent uncovering fresh insights and building knowledge, by analyzing consumer and market data to dig beyond the obvious for actionable recommendations. Ultimately, you want to enable your business partners to make winning decisions that are rooted in your company’s knowledge. Of…

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End-to-end research automation efficiency: 2018 and beyond

The automation of market research continues to evolve at breakneck speeds. In 2016, automation was widely used in the analysis of survey data and charting and infographics. And the 2017 GreenBook Research Industry Trends (GRIT) report found that “69% of clients and 75% of vendors view market research automation as a positive trend or game…

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