Chicago

April 2-3, 2019

Chicago
Register Now Convince the Boss

How to Build a Market Intelligence Organization that Matters: A Case Study

Room 5 | 5:00-5:30 | Tuesday, April 2, 2019

Based on recent experience at Worldpay, this presentation will attempt to answer the following questions:

  • How do you change your company’s perception of market research from just “corporate overhead” to a strategic business partnership?
  • What do you need to consider to successfully change the perception of the market research organization within your company?
  • How can you prioritize the barrage of requests that come your way?
  • How do you know if the intelligence provided by your market research organization is impactful to the business?

Presentation type:

  • Case Study

Subjects covered:

  • Organizational design

Takeaways:

  1.  Identifying the scope/purpose of the market intelligence role is critical to its success.
  2. By knowing more about the market than anyone else at the company, the market research/intelligence role can be elevated from “order taker” to strategic partner.
  3. Communications program with stakeholders/internal clients is a key component to keep them engaged and informed.

Speakers:

More sessions

See all sessions

Improving Research By Doing Research: Learning from Market Research Participants

Everyone in qualitative research knows that it’s a challenge to find and schedule suitable participants and that the ultimate quality of research efforts depends on doing so. We even have [...]

Details

Wednesday | 1:30-2:00 | Room 3

Modeling the Many Paths-to-Purchase to Improve Marketing Efficacy

There is a quiet revolution taking place among a minority of marketing researchers. This revolution, noble and ambitious in its cause, is aimed at undermining a basic but profoundly powerful [...]

Details

Wednesday | 9:15-9:45 | Room 3

It’s Not Just About if You Like it: A Reasoned Action Approach to Predicting Consumer Behavior

Market research often takes a hedonic approach to understanding and predicting consumer behavior: The more people like something, the more likely they are to purchase it. Research methods that follow [...]

Details

Tuesday | 1:30-2:00 | Room 2