1. Market Research Transformation
infinite insights, infinite possibilities
Market Research Transformation
Presented by Kumar Mehta, Global CEO of Borderless Access at IIR The Market Research Event, October 2009
a Cross-Tab subsidiary company

2. Market Research Departments are at a Crossroads

3. Market Research Departments are at a Crossroads
Generally well regarded and playing a crucial role…….
Responsible for providing customer “insights” into an organization
Company expert around customer surveys and other research techniques
Works well with two constituencies, internal business partners and external agencies
Generally in a good position as customer focused orgs invest heavily in research
…… Yet struggling to increase influence and impact
Not positioned to lead with the customer, competitive and market intelligence needs of global business corporations
Looking for find new ways to add value to evolve from researchers to business advisors
Looking for ways to get a permanent “seat at the table”
Market Research Departments have the potential to be a leader within the information driven corporation of tomorrow
The only department with the mandate, tools and funding and focus to stay abreast of market and ahead of the mark
This can happen with through an evolutionary transformation

4. Transformation requires a fundamental shift in the tenets of a market research organization
Research studies to facilitate decisions and reduce risk
Consumer insight
Inspire ideas to Ignite growth
Research 2.0
Research 1.0
Research 3.0
Generating Research Data
Using Research Data
Using Information
Delivering Data
Delivering Insight
Delivering Impact
Discipline Focused
Partnership Focused
Decision Focused
Fragmentation
Collaboration
Integration
Reacting to the Business
Supporting the Business
Driving the Business

5. Areas to on: Redefine the Research Paradigm
Core Skills of Research Managers

6. Redefining the Research Paradigm
Integrated Product:
True insights come from blending information from all sources , listening
Survey Research, Authorities, Web 2.0, Private Channels, secondary research, user generated data, Private Communities
Build listening systems that combine the rigor of research and the richness of blogs and communities
Dedicated Delivery: 
The most successful relationships involve building dedicated teams with research suppliers
Becomes an extension of the client teams designed to increases capacity, capabilities and agility
Value of teams increases exponentially over time
Recruited for specific needs and paid as FTE’s
Disaggregation: 
Bring in expertise no matter where it sits
Resources from around the globe for the best combination of expertise, service quality and price
Disaggregation of research process allows for staffing of each project team with world experts

7. Core skills for Research “Trusted Advisors”
Business Understanding
Understanding business model and priorities
Building and executing on a business grounded Research plan
Knowing and supporting key decisions
Driving insights based action
Research Discipline Excellence
Unparalleled Discipline Excellence
World Class Delivery of Research
Broad Communication of findings
Impact and action of results
Operational Excellence
“Trusted Advisors”
Personal Leadership
Personal Contribution
Conviction
Ability to have hard conversations
Passion and Attitude
Personal Growth and Development

8. Thank You Kumar Mehta Global CEO www.borderlessaccess.com
infinite insights, infinite possibilities
Thank You
Kumar Mehta
Global CEO