Aarkstore Enterprise---Improve Market Research Impact
Posted Sep 13 2010 1:53am
Tightening markets, generic encroachment, slowing revenue streams and frequent clinical failures have left pharmaceutical companies treading carefully in efforts to find the next profitable drug. Companies are now trying to determine the correct markets to enter at the earliest positive clinical signs.
This great emphasis on early informed decisions has caused the role of market research — and related areas, such as competitive intelligence, new product planning and lifecycle management — to increase in strategic importance.
Improve Market Research Impact shows market research teams how to maximize strategic influence and prove worth to key company stakeholders. Developed by a team of experienced analysts and packed with findings based on two years of continuous study, the report provides insight on the most current MR data available.
Use the report to: * Drive strategic, informed decision making * Build a first-class market research analyst training program * Accomplish unity through structure and standardization * Benchmark spending and staffing levels * Strengthen MR global capacity and improve campaigns * Make the most out of time and budget constraints * Strengthen or maximize vendor support structure
Table of Contents :
Timeline, Structure, Spending and Staffing Metrics:
Chapter 1: Communication Strategies and Market Research’s Expanding Role Ranking market research challenges ROI measurement by percentage of companies Percentage of market research activities that utilize the Internet, 2003 versus 2008 Hours of initial training for new market research analysts, by company size Hours of training for market research analysts throughout their first year, by company size Hours of ongoing training for experienced market research analysts, by company size
Chapter 2: Market Research Structure, Budgets and Staffing Select surveyed companies’ organizational structures Percentage of companies with a dedicated market research function Internal departments involved in collecting market research Internal departments involved in analyzing market research US and rest-of-world market research budgets, 2007 and 2008, by company size Departments that contribute funding to market research Brand-level market research spending, by phase Market research spending for 13 therapeutic areas, by phase US and rest-of-world market research spending 2007 and 2008, by phase Market research analyst compensation based on experience (manager or executive level), broken down by company size
Chapter 3: Optimizing Market Research Product Support Allocation of market research budgets: primary versus secondary research Allocation of market research budgets: qualitative versus quantitative research Breakdown of market research spending, by activity Breakdowns of companies using market research studies (e.g., brand awareness, market sizing) Starting phase for various market research studies Types of research conducted using online communities Effectiveness of primary and secondary research using online communities Most commonly outsourced activities Percentage of overall US market research budget spent outsourced activity — by company and company size US market research dollars outsourced by year and by company size Percentage of overall rest-of-world market research budget spent on outsourced activities