Information Content Management Best Practices: Managing And Deploying Market Research

A top priority for companies right now is getting the most value out of the market research they invest in. Gone are the days when marketers acquired or commissioned research whenever they had a market question. Cost controls are much tighter and business attention is focused on eradicating duplicate resources. This Briefing examines the state of market research deployment, provides content deployment executives with insights on how their peers are increasing reach and gaining efficiencies in providing market intelligence, and gives recommendations for action. Drawing on Outsell's unique annual study of market intelligence professionals and our daily interaction with market research buyers and vendors, the Briefing identifies key trends, including a worldwide push to unlock and leverage market research so that a wider range of workers and decision-makers can benefit from it. The Briefing presents a case study of a very effective market research portal at British Telecom, profiles offerings and strategies at several other companies, and looks at hosted market research solutions from Northern Light and Bitpipe. For professionals involved in buying or deploying market research, this Briefing is a look at the state of the art. For commercial content vendors, it provides a window into a very dynamic segment of the content market.