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In-house Market Research Manager: It’s a Tough Job

bigstockphoto_Overwhelmed_2607682Managing in-house market research is tough work. And your internal clients don’t make it easy, do they?

Your internal clients say they want powerful, fresh, objective customer insights. But too often, their behavior shows that they just want you to confirm their personal views.

Your internal clients are enthusiastic at project kick-off. But by the time data is delivered—even just a few weeks later in some cases—they seem to have lost interest.

They say they want current customer data to fuel an important decision. But then tell you that decision needs to be made next week.

They fund an important, time-sensitive research study, but neglect to tell you that they will be on vacation during the design phase. Oh, and that they want final approval on any instruments.

Sound familiar? I bet it does. You have a tough job.

If it helps, you are not alone. I work with lots of people who face these challenges daily. So we work on educating internal clients, establishing sensible (not onerous) customer research policies, and taking other actions to improve how market research is designed, managed and shared.  In some cases, some pretty dramatic changes are required. In others, just some minor tweaks.

Even a few small changes can make your tough job a little bit easier.

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Kathryn Korostoff

Kathryn Korostoff is founder and lead instructor at Research Rockstar. Over the past 25 years, she has personally directed more than 600 primary market research projects and published over 100 bylined articles in magazines. She is also a professor at Boston University, where she teaches grad students how to analyze and report quantitative data.

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