Best Practices for Leveraging Employees in Conducting Market Research

STUDY OVERVIEW
BENCHMARK CLASS
STUDY SNAPSHOT
KEY FINDINGS
VIEW TOC AND LIST OF EXHIBITS

Market Research at leading organizations continues to evolve to provide insights into consumer behavior and marketplace changes. As part of that evolution, the Market Research are reaching out internally and using employees for some Market Research studies. The goal is to capture business-related insights and to drive greater work-force engagement.

This study examines how leading global companies leverage their employees in conducting market research. The study also probes key questions such as:

To what extent are companies active in this area?
Why do companies engage their own employees for market research?
What is the value proposition driving internal market research?
How do companies conduct internal market (e.g., to mitigate data privacy risk)?

The study provides Market Research executives, managers and supervisors with qualitative insights and quantitative metrics around the use of employees for Market Research.

Industries Profiled:
Health Care; Pharmaceutical; Biotech; Biopharmaceutical; Clinical Research; Laboratories; Science; Technology; Banking; Financial Services; Insurance; Manufacturing; Computer Software; Consulting; Professional Services; High Tech; Market Research; Medical Device; Aerospace; Academic; Diagnostic

Companies Profiled:
Sanofi; Waters; Citibank; ADA; LEO Pharma; FCC; Microsoft; Aspen Pharmacare; Johnson Controls; Lundbeck; First National Bank; Boehringer Ingelheim; GE Asset Management; Biogen Idec; ORC International; Covidien; Cigna; Mylan; Nissan; Lupin; Boeing; Teva Pharmaceutical Industries Ltd; Plymouth Rock Assurance; Pfizer; Adler Life Sciences; LLC; Stryker; Davenport University; Shire; Thomson Reuters; Grifols; Ferring Pharmaceuticals; Baxter International; Abbott; Abbvie; Janssen; Wockhardt; Daiichi Sankyo; Gilead Sciences; Roche; UCB Pharma; Purdue Pharma; AstraZeneca; cipla; Cadila Pharmaceuticals; ViroPharma

Study Snapshot

Research participants include Fifty Market Research, Marketing, and Human Resources leaders at 46 global organizations through a survey instrument. Deep-dive interviews were then conducted with 7 executives to capture additional qualitative insights.

Key topics include:

Internal Market Research Programs
- Governance
- Study Volume, Types, & Frequency
Effective Research Formats & Settings
Internal MR Program Objectives
- Evaluating Goals, Benefits, & Limitations
Participant Targeting Strategies & Tactics
- Incentives
- Employee Segments & Regions Targeted
Data Collection & Privacy Protection
- Official Policies for Internal MR
- The Role of Internal MR vs. Vendors
Quotes & Insights from the Field

Sample Key Findings

The Market Research Function Governs Internal Research Programs at 64% of Companies:

Business units and HR each take a leading role at 26% of companies.
Business units are almost twice as likely as HR to be involved in a support capacity (52% vs. 28% respectively) – underlining how internal MR is business-focused above all else (i.e., engagement).

Internal Research Targets Employees from Across the Organization:

68% of respondents note that they may recruit across all employee segments for some studies.
Job Function is the most common specific target segment (71%), which is often used as a simple way of diversifying a research sample.
Employee Resource Groups are targeted specifically for participation at 38% of companies.

Table of Contents

Executive Summary

Research Overview
Participating Companies
Key Findings & Insights

Research Study Findings
- What Is Internal Market Research? Defining Internal Market Research: Approaches & Scope
- Why Use Employees for Market Research and Other Study Types? Evaluating Internal Market Research: Goals, Benefits, & Limitations
- How Do Companies Capture Insights - and Protect Employee Privacy? Data Collection & Privacy Protection
- Who Participates in Internal Research Studies? Strategies & Tactics for Participant Targeting
Appendix: Background Information on Study Participants

Best Practices in Leveraging Employee Insights to Produce Cutting-Edge Market Research

ID: PSM-295

Features:

Pages: 52

Published: Pre-2019

Delivery Format: Shipped

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