For Market Insights Professionals

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	February 10, 2010 The Marketing Of Market Research: Prioritization Of Work by Reineke Reitsma with Tamara Barber, Jacqueline Anderson	Average: 4  (1 rating)

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Executive Summary

Market researchers deal with a constant stream of requests from multiple departments and internal clients, which often results in too much to do in too little time. In such an environment, it's easy to serve the one who bangs the loudest first. Introducing a prioritization model sets guidelines and reduces the pressure on the team. Prioritization models can differ from one company to another but should always include metrics. Ideally, the monetary contribution of a research project to the company, the expected contribution to the business objectives, or, when this is challenging to implement, something more straightforward like the number of projects per team will be included. In time, the model reduces stress, structures the department's workload, and shows where market research adds value.

TABLE OF CONTENTS

• Prioritization Needs Commitment To Projects With Added Value

RECOMMENDATIONS

• Implementing A Prioritization Model Requires Dedication
• Supplemental Material
• Related Research Documents

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