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© 2008 Corporate Executive Board. All Rights Reserved. Market Research Executive Board 2008 Member Survey Resource and Organizational Benchmarks for the.

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1 © 2008 Corporate Executive Board. All Rights Reserved. Market Research Executive Board 2008 Member Survey Resource and Organizational Benchmarks for the Research Function: Alpha Corporation Customized Benchmarking Report

2 © 2008 Corporate Executive Board. All Rights Reserved. Table of Contents Letter of Introduction – ii Glossary of Terms and Definitions – iii Survey Participant Demographics – 2 Part I: Key Metrics - 4 Part II: Organizational Overview - 9 Part III: Detailed Benchmarks - 16

3 © 2008 Corporate Executive Board. All Rights Reserved. Letter to Alpha Corporation Market Research Team Market Research executives face pressure to sustain and extend Research’s contribution to the company in an environment of constrained resources and rising business partner expectations. These forces have created widespread interest in mechanisms for comparing and assessing organization structure, budgeting and staffing, and vendor/agency involvement. This customized report analyzes Alpha Corporation’s responses to the Board’s survey for fiscal year 2008 and evaluates Alpha Corporation relative to peers by business model, industry, company revenue band, budget size, and staff levels, as well as the aggregate results for all participating members. The report is divided into three major sections: - Key Metrics, page 4 - Organizational Overview, page 9 - Detailed Benchmarks, page 16 We welcome any thoughts or comments on this study and its findings. The Board is available to discuss any of the content or facilitate additional conversation on the study. With appreciation for your continued support, Market Research Executive Board Washington, DC Caveats For metrics with statistically insignificant benchmarking data, results are depicted as N/A (Not Applicable). Any metrics not presenting Alpha Corporation’s results are due to missing response(s) to the corresponding question(s). ii

4 © 2008 Corporate Executive Board. All Rights Reserved. Glossary of Terms Business Intelligence/Competitive Intelligence Research: Tracking and reporting on internal business performance and/or competitors’ business performance. Centralized (organizational structure): All market research staff is located together and there is one market research budget. Contractors: Non-exempt (i.e., hourly workers) or representatives from a third-party company that have been contracted to perform a specific service. Data Mining/Analysis: Using large databases to find previously unknown relationships between products and customers. Decentralized (organizational structure): Market research staff is co-located at line partner locations and the market research budget is divided among the different locations. Hybrid (organizational structure): A combination of centralized and decentralized organizational structures. For example, staff is located together but the budget is divided among locations or staff is co-located at line partner locations but the budget is centralized. Internal Staff: Exempt employees (i.e., receive company benefits, etc.). Omnibus Research: Surveys conducted regularly by a research agency, but which can be sponsored by a number of clients who do not share the same data but who buy access to a survey and questions to meet their individual needs. Other (vendor): A non-preferred vendor that is used on a project-by-project basis with no special affinity given towards them. They are selected based on cost or other efficiencies. Preferred (vendor): A reduced set of vendors that have been selected based on certain established criteria. Primary Research: Conducting research to collect new data to solve a marketing information need. Project: A discrete research engagement with a clear beginning and end and a well defined pre-determined objective. Syndicated Research: Studies in which the sponsoring research company defines the audience to be surveyed and the interval between studies and the questions to be asked. Clients share the same results and costs through a subscription service. iii

5 © 2008 Corporate Executive Board. All Rights Reserved. Survey Participant Demographics Presentation Road Map Organizational Overview Detailed Benchmarks 1 Key Metrics

6 © 2008 Corporate Executive Board. All Rights Reserved. Participant Profile Respondents by Business IndustryRespondents by Company Revenue Size Respondents by Market Research Budget Size Respondents by Market Research Staff Size B2B: 35 B2C: 35 B2C Indirect: 23 2 N = 93 N = 92

7 © 2008 Corporate Executive Board. All Rights Reserved. Survey Participant Demographics Presentation Road Map Organizational Overview Detailed Benchmarks 3 Key Metrics

8 © 2008 Corporate Executive Board. All Rights Reserved. 1-4 FTEs Market Research Spend* as a Percentage of Company Revenue** Respondent Averages by All Respondents, Business Model, Industry, Company Revenue, Research Budget, and Staff Size Key Metrics Health Care Products/ Insurance N = 35 BudgetRevenue Business Model All RespondentsAlpha Corporation *Market Research Spend defined as total spend on Research and G&A **Company Revenue defined as total revenue of company or business unit that Research supports IndustryStaff B2B$1.5-$2.99B Market Research Spend as a Percentage of Company Revenue N = 8N = 18N = 21N = 28N = 91 4 Less than $1.5M 0.13%

9 © 2008 Corporate Executive Board. All Rights Reserved. Market Research Spend* as a Percentage of Marketing Spend Respondent Averages by All Respondents, Business Model, Industry, Company Revenue, Research Budget, and Staff Size Key Metrics *Market Research Spend defined as total spend on Research and G&A Market Research Spend as a Percentage of Marketing Spend FTEsHealth Care Products/ Insurance N = 25 BudgetRevenue Business Model All RespondentsAlpha CorporationIndustryStaff B2B$1.5-$2.99B N = 8N = 13N = 17N = 20N = 62 Less than $1.5M 4.95%

10 © 2008 Corporate Executive Board. All Rights Reserved. Market Research Projects per FTE Respondent Averages by All Respondents, Business Model, Industry, Company Revenue, Research Budget, and Staff Size Key Metrics Market Research Projects FTEsHealth Care Products/ Insurance N = 34 BudgetRevenue Business Model All RespondentsAlpha CorporationIndustryStaff B2B$1.5-$2.99B N = 8N = 17N = 22N = 28N = 87 Less than $1.5M 9.8

11 © 2008 Corporate Executive Board. All Rights Reserved. Market Research Spend* per FTE Respondent Averages by All Respondents, Business Model, Industry, Company Revenue, Research Budget, and Staff Size Key Metrics Market Research Spend (USD) *Market Research Spend defined as total spend on Research and G&A FTEsHealth Care Products/ Insurance N = 35 BudgetRevenue Business Model All RespondentsAlpha Corporation IndustryStaff B2B$1.5-$2.99B N = 8N = 18N = 22N = 29N = 92 Less than $1.5M $387,251

12 © 2008 Corporate Executive Board. All Rights Reserved. Survey Participant Demographics Presentation Road Map Organizational Overview Detailed Benchmarks 8 Key Metrics

13 © 2008 Corporate Executive Board. All Rights Reserved. Organizational Alignment Current State and Recent Movement Aggregate Responses for All Respondents Organizational Overview Current Organizational AlignmentFrom Centralized From HybridFrom Decentralized Alpha Corporation: Hybrid N = 93N = 21 N = 16N = 8 Centralized HybridDecentralized 9

14 © 2008 Corporate Executive Board. All Rights Reserved. Organizational Alignment Current State and Anticipated Movement Aggregate Responses for All Respondents Organizational Overview Current Organizational AlignmentTo Centralized To HybridTo Decentralized Centralized HybridDecentralized Alpha Corporation: Hybrid N = 93 10

15 © 2008 Corporate Executive Board. All Rights Reserved. Alpha Corporation Alignment – Hybrid Organizational Alignment and Geographic Scope Aggregate Responses for All Respondents Organizational Overview Percent of Respondents Local Scope National Scope Regional ScopeGlobal Scope N = 8N = 37N = 8N = 40 Centralized HybridDecentralized 11 Alpha Corporation Geographic Scope – Regional Scope

16 © 2008 Corporate Executive Board. All Rights Reserved. Reporting Structure Aggregate Responses for All Respondents Reporting Levels to the CEO Department Reported Through 1 Level2 Levels3 Levels4 Levels or More MarketingSalesStrategy/ Planning Other* Alpha Corporation– 2 Levels Alpha Corporation– Strategy/Planning Organizational Overview N = 93 *Other includes Business Development, Global Business Support, Customer Care/Client Experience, and Shared Services. 12

17 © 2008 Corporate Executive Board. All Rights Reserved. Constituents Served by Market Research Aggregate Responses for All Respondents Percentage of Respondents Organizational Overview Alpha Corporation: N = 93 Marketing Finance Strategy/Planning Sales NPD/Innovation/R&D Corporate Communications/PR CEO/General Manager/President Other* Indicates Alpha Corporation Selection *Other includes: Client/Customer Service, Corporate Governance, Investor Relations, Manufacturing, Product Divisions and Promotion. 13

18 © 2008 Corporate Executive Board. All Rights Reserved. Services Offered by Market Research Aggregate Responses for All Respondents Organizational Overview Percent of Respondents *Other includes: Ad Tracking, Best Practice Development, Brand Research, New Product Development/Concept Testing, Corporate Metric Tracking and Database Marketing. N = 93 Primary Research Omnibus Research Syndicated ResearchQuantitative ResearchQualitative Research Forecasting Market Research Library (offline) Market Research Portal (online) Business/Competitive Intelligence On-line Research Market Analysis Employee SatisfactionCustomer Satisfaction Customer Contact Management Shopper Research Data/Mining Analysis Corporate-Wide Knowledge Mgmt. Other* Alpha Corporation: Indicates Alpha Corporation Selection 14

19 © 2008 Corporate Executive Board. All Rights Reserved. Vendor Portfolio and Preferred Partnerships* Aggregate Responses for All Respondents OtherPreferred Number of Vendors 2006 Portfolio 2008 Portfolio 2008 Portfolio (expected) *“Preferred vendors” is defined as a reduced set of vendors that have been selected based on certain established criteria. All Respondents Alpha Corporation All Respondents N = 93 Organizational Overview

20 © 2008 Corporate Executive Board. All Rights Reserved. Survey Participant Demographics Presentation Road Map Organizational Overview Detailed Benchmarks 16 Key Metrics

21 © 2008 Corporate Executive Board. All Rights Reserved. Average Staffing Levels* Respondent Averages by All Participants, Business Model, Industry, Company Revenue, Research Budget, and Staff Size Detailed Benchmarks – Organizational Structure BudgetRevenueBusiness ModelAll RespondentsAlpha CorporationIndustry Staff Number of Full-Time Employees *Includes internal staff and on-site contractors/consultants FTEsHealth Care Products/ Insurance N = 35 B2B $1.5-$2.99B N = 8N = 18N = 22N = 29N = 93 Less than $1.5M 5.0 Head of Market ResearchInternal Direct Reports to Head of Market ResearchAll Remaining Internal StaffOn-site Contractors

22 © 2008 Corporate Executive Board. All Rights Reserved. Current Organizational Alignment Respondent Averages by All Participants, Business Model, Industry, Company Revenue, Research Budget, & Staff Size Detailed Benchmarks – Organizational Structure Alpha Corporation= Hybrid Percentage of Respondents Centralized HybridDecentralized 18 BudgetRevenueBusiness ModelAll RespondentsIndustry Staff 1-6 FTEsHealth Care Products/ Insurance N = 35 B2B$1.5-$2.99B N = 8N = 18N = 22N = 29N = 93 Less than $1.5M

23 © 2008 Corporate Executive Board. All Rights Reserved. Current Geographic Scope Respondent Averages by All Respondents, Business Model, Industry, Company Revenue, Research Budget, and Staff Size Detailed Benchmarks – Organizational Structure Percentage of Respondents LocalNationalRegionalGlobal Alpha Corporation= Regional Scope 19 BudgetRevenueBusiness ModelAll RespondentsIndustry Staff 1-4 FTEsHealth Care Products/ Insurance N = 35 B2B$1.5-$2.99B N = 8N = 18N = 22N = 29N = 93 Less than $1.5M

24 © 2008 Corporate Executive Board. All Rights Reserved. Reporting Levels Between the Head of Research and the CEO Respondent Averages by All Respondents, Business Model, Industry, Company Revenue, Research Budget, and Staff Size Detailed Benchmarks – Organizational Structure Percentage of Respondents None, Direct Report to the CEO/GM/President 1 Level2 Levels3 Levels4 or More Levels Alpha Corporation= 2 Levels 20 BudgetRevenueBusiness ModelAll RespondentsIndustry Staff 1-6 FTEsHealth Care Products/ Insurance N = 35 B2B$1.5-$2.99B N = 8N = 18N = 22N = 29N = 93 Less than $1.5M

25 © 2008 Corporate Executive Board. All Rights Reserved. Direct Line Reporting for Research Functions Respondent Averages by All Respondents, Business Model, Industry, Company Revenue, Research Budget, and Staff Size Detailed Benchmarks – Organizational Structure Percentage of Respondents MarketingSalesStrategy/Planning Other* *Other includes Business Development, Global Business Support, Customer Care/Client Experience, and Shared Services. Alpha Corporation= Marketing 21 BudgetRevenueBusiness ModelAll RespondentsIndustry Staff 1-6 FTEsHealth Care Products/ Insurance N = 35 B2B$1.5-$2.99B N = 8N = 18N = 22N = 29N = 93 Less than $1.5M

26 © 2008 Corporate Executive Board. All Rights Reserved. Constituents Served by Market Research Respondent Averages by Business Model: B2B Marketing Percentage of B2B Respondents Detailed Benchmarks – Organizational Structure Finance Strategy/Planning Sales NPD/Innovation/R&D Corporate Communications/PR CEO/General Manager/President Other* Alpha Corporation: N = 35 Indicates Alpha Corporation Selection 22 *Other includes: Client/Customer Service, Corporate Governance, Investor Relations, Manufacturing, Product Divisions and Promotion.

27 © 2008 Corporate Executive Board. All Rights Reserved. Constituents Served by Market Research Respondent Averages by Industry: Health Care Products/ Insurance Marketing Percentage of Health Care Products/ Insurance Respondents Detailed Benchmarks – Organizational Structure Finance Strategy/Planning Sales NPD/Innovation/R&D Corporate Communications/PR CEO/General Manager/President Other* Indicates Alpha Corporation Selection 23 N = 8 Alpha Corporation: *Other includes: Client/Customer Service, Corporate Governance, Investor Relations, Manufacturing, Product Divisions and Promotion.

28 © 2008 Corporate Executive Board. All Rights Reserved. Constituents Served by Market Research Respondent Averages by Company Revenue: $1.5-$2.99B Marketing Percentage of $1.5-$2.99B Respondents Detailed Benchmarks – Organizational Structure Finance Strategy/Planning Sales NPD/Innovation/R&D Corporate Communications/PR CEO/General Manager/President Other* Indicates Alpha Corporation Selection 24 N = 18 Alpha Corporation: *Other includes: Client/Customer Service, Corporate Governance, Investor Relations, Manufacturing, Product Divisions and Promotion.

29 © 2008 Corporate Executive Board. All Rights Reserved. Constituents Served by Market Research Respondent Averages by Market Research Budget Size: Less than $3.5M Marketing Percentage of Less than $3.5M Respondents Detailed Benchmarks – Organizational Structure Finance Strategy/Planning Sales NPD/Innovation/R&D Corporate Communications/PR CEO/General Manager/President Other* Indicates Alpha Corporation Selection 25 N = 22 Alpha Corporation: *Other includes: Client/Customer Service, Corporate Governance, Investor Relations, Manufacturing, Product Divisions and Promotion.

30 © 2008 Corporate Executive Board. All Rights Reserved. Constituents Served by Market Research Respondent Averages by Staff Size: 1-6 FTEs Marketing Percentage of 1-6 FTEs Respondents Detailed Benchmarks – Organizational Structure Finance Strategy/Planning Sales NPD/Innovation/R&D Corporate Communications/PR CEO/General Manager/President Other* Indicates Alpha Corporation Selection 26 N = 29 Alpha Corporation: *Other includes: Client/Customer Service, Corporate Governance, Investor Relations, Manufacturing, Product Divisions and Promotion.

31 © 2008 Corporate Executive Board. All Rights Reserved. Services Offered by Market Research Respondent Averages by Business Model: B2B Percentage of B2B Respondents Detailed Benchmarks – Organizational Structure Primary Research Omnibus Research Syndicated ResearchQuantitative ResearchQualitative Research Forecasting Market Research Library (offline) Market Research Portal (online) Business/Competitive Intelligence On-line Research Market Analysis Employee SatisfactionCustomer Satisfaction Customer Contact Management Shopper Research Data/Mining Analysis Corporate-Wide Knowledge Mgmt. Other* Indicates Alpha Corporation Selection 27 N = 35 Alpha Corporation: *Other includes: Ad Tracking, Best Practice Development, Brand Research, Product Development/Concept Testing, Corporate Metric Tracking and Database Marketing.

32 © 2008 Corporate Executive Board. All Rights Reserved. Services Offered by Market Research Respondent Averages by Industry: Health Care Products/ Insurance Percentage of Health Care Products/ Insurance Respondents Detailed Benchmarks – Organizational Structure Primary Research Omnibus Research Syndicated ResearchQuantitative ResearchQualitative Research Forecasting Market Research Library (offline) Market Research Portal (online) Business/Competitive Intelligence On-line Research Market Analysis Employee SatisfactionCustomer Satisfaction Customer Contact Management Shopper Research Data/Mining Analysis Corporate-Wide Knowledge Mgmt. Other* Indicates Alpha Corporation Selection 28 N = 8 Alpha Corporation: *Other includes: Ad Tracking, Best Practice Development, Brand Research, Product Development/Concept Testing, Corporate Metric Tracking and Database Marketing.

33 © 2008 Corporate Executive Board. All Rights Reserved. Services Offered by Market Research Respondent Averages by Company Revenue: $1.5-$2.99B Percentage of $1.5-$2.99B Respondents Detailed Benchmarks – Organizational Structure Primary Research Omnibus Research Syndicated ResearchQuantitative ResearchQualitative Research Forecasting Market Research Library (offline) Market Research Portal (online) Business/Competitive Intelligence On-line Research Market Analysis Employee SatisfactionCustomer Satisfaction Customer Contact Management Shopper Research Data/Mining Analysis Corporate-Wide Knowledge Mgmt. Other* Indicates Alpha Corporation Selection 29 N = 18 Alpha Corporation: *Other includes: Ad Tracking, Best Practice Development, Brand Research, Product Development/Concept Testing, Corporate Metric Tracking and Database Marketing.

34 © 2008 Corporate Executive Board. All Rights Reserved. Services Offered by Market Research Respondent Averages by Market Research Budget Size: Less than $3.5M Percentage of Less than $3.5M Respondents Detailed Benchmarks – Organizational Structure Primary Research Omnibus Research Syndicated ResearchQuantitative ResearchQualitative Research Forecasting Market Research Library (offline) Market Research Portal (online) Business/Competitive Intelligence On-line Research Market Analysis Employee SatisfactionCustomer Satisfaction Customer Contact Management Shopper Research Data/Mining Analysis Corporate-Wide Knowledge Mgmt. Other* Indicates Alpha Corporation Selection 30 N = 22 Alpha Corporation: *Other includes: Ad Tracking, Best Practice Development, Brand Research, Product Development/Concept Testing, Corporate Metric Tracking and Database Marketing.

35 © 2008 Corporate Executive Board. All Rights Reserved. Services Offered by Market Research Respondent Averages by Staff Size: 1-6 FTEs Percentage of 1-6 FTEs Respondents Detailed Benchmarks – Organizational Structure Primary Research Omnibus Research Syndicated ResearchQuantitative ResearchQualitative Research Forecasting Market Research Library (offline) Market Research Portal (online) Business/Competitive Intelligence On-line Research Market Analysis Employee SatisfactionCustomer Satisfaction Customer Contact Management Shopper Research Data/Mining Analysis Corporate-Wide Knowledge Mgmt. Other* Indicates Alpha Corporation Selection 31 Alpha Corporation: N = 29 *Other includes: Ad Tracking, Best Practice Development, Brand Research, Product Development/Concept Testing, Corporate Metric Tracking and Database Marketing.

36 © 2008 Corporate Executive Board. All Rights Reserved. Overall Budget Breakdown Respondent Averages by All Respondents, Business Model, Industry, Company Revenue, Research Budget, and Staff Size Detailed Benchmarks – Research Budget Budget Amount (in Thousands of USD) *G&A expenses include staff salaries, personnel and travel expenses, other corporate overhead FTEsHealth Care Products/ Insurance N = 35 BudgetRevenue Business Model All RespondentsAlpha CorporationIndustryStaff B2B$1.5-$2.99B N = 8N = 18N = 22N = 29N = 92 Less than $3.5M $1,750 Research BudgetG&A Budget*

37 © 2008 Corporate Executive Board. All Rights Reserved. Research Budget Ownership Respondent Averages by All Respondents, Business Model, Industry, Company Revenue, Research Budget, and Staff Size Detailed Benchmarks – Research Budget Percentage of Respondents Research-OwnedLine-Partner OwnedHybrid 33 BudgetRevenueBusiness ModelAll RespondentsIndustry Staff 1-6 FTEsHealth Care Products/ Insurance N = 35 B2B $1.5-$2.99B N = 8N = 18N = 22N = 29N = 93 Less than $3.5M

38 © 2008 Corporate Executive Board. All Rights Reserved. Budget Allocation by Research Category Respondent Averages by All Participants, Business Model, Industry, Company Revenue, Research Budget, and Staff Size Detailed Benchmarks – Research Portfolio Percentage of Budget *Other includes: Sales Support, Benchmarking, Product Development and Customer/Shopper Insights, Strategic Product Communication In-Market Tracking and Performance Business Intelligence/ Competitive Intelligence Organizational/ Performance Other* FTEsHealth Care Products/ Insurance N = 35 BudgetRevenue Business Model All RespondentsAlpha CorporationIndustryStaff B2B$1.5-$2.99B N = 8N = 18N = 22N = 93 Less than $3.5M N = 29

39 © 2008 Corporate Executive Board. All Rights Reserved. Project Allocation by Research Category Respondent Averages by All Respondents, Business Model, Industry, Company Revenue, Research Budget, and Staff Size Detailed Benchmarks – Research Portfolio Percentage of Projects Strategic Product Communication In-Market Tracking and Performance Business Intelligence/ Competitive Intelligence Organizational/ Performance Other* FTEsHealth Care Products/ Insurance N = 35 BudgetRevenue Business Model All RespondentsAlpha CorporationIndustryStaff B2B$1.5-$2.99B N = 8N = 18N = 22N = 29N = 93 Less than $3.5M

40 © 2008 Corporate Executive Board. All Rights Reserved. Vendor Spend Respondent Averages by All Respondents, Business Model, Industry, Company Revenue, Research Budget, and Staff Size Detailed Benchmarks – Vendors Vendor Spend (in Thousands of USD) FTEsHealth Care Products/ Insurance N = 35 BudgetRevenue Business Model All RespondentsAlpha CorporationIndustryStaff B2B$1.5-$2.99B N = 8N = 18N = 22N = 29N = 92 Less than $3.5M $1,250

41 © 2008 Corporate Executive Board. All Rights Reserved. Vendor Portfolio Respondent Averages by All Respondents, Business Model, Industry, Company Revenue, Research Budget, and Staff Size Detailed Benchmarks – Vendors Number of Vendors (expected) FTEsHealth Care Products/ Insurance N = 35 BudgetRevenue Business Model All RespondentsAlpha CorporationIndustryStaff B2B$1.5-$2.99B N = 8N = 18N = 22N = 29N = 93 Less than $3.5M

42 © 2008 Corporate Executive Board. All Rights Reserved. Market Research Executive Board Staff Managing Consultant Chad Mulvany Practice Manager Scott Christofferson Central Data Analysis and Tools Staff Lead Analyst Elizabeth Belk Project Manager Ann Vu Market Research Executive Board 1919 North Lynn Street Arlington, VA Telephone: Facsimile: Victoria House Fourth Floor 37–63 Southampton Row Bloomsbury Square London WC1B 4DR United Kingdom Telephone: +44-(0) Facsimile: +44-(0)


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