Best PracticesMarket Research

Market Research as a Profit Center? It May be Closer than You Think

CRC_MainLogoConsider these two questions:

  • Can market research departments be profit centers (either by “selling” internally or externally)?
  • Should market research departments be profit centers?

I first wrote about this controversial topic in the January 2013 issue of Quirk’s. After the article was published, I found myself in various related conversations—and some pretty interesting debates.  But all of them were extreme; seems likely no one had a neutral reaction to that article! At one extreme were the people people who told me they were already doing it; at the other, I received actual hate email for broaching the subject!

Well, if it weren’t for differences of opinion, we market researchers would be out of work.  So embrace the debate with me, and let’s explore the scenarios at the MRA’s Corporate Researchers Conference (CRC) in Dallas. My session is on Thursday October 17th, at 1:15. Who knows, we may learn something from each other.

Planning to attend the Corporate Researchers Conference? Please see me there.


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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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