13. Market Research: How are research departments transformed?

Market research departments are routinely asked to validate the worthiness of an idea, to test new product or service concepts and to conduct customer satisfaction surveys. Surprisingly, very little market research is funded for the purpose of identifying unmet customer needs. But it could be -- and by doing so it would transform the market research department into a proactive and strategic function responsible for finding growth opportunities in core and adjacent markets and discovering opportunities for new market creation. Imagine the market research function reporting to management on a quarterly basis as to what opportunities for growth exist for the company? It can happen.

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Howto & Style

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• Innovation
• Outcome-Driven
• Customer
• Requirements
• research
• techniques
• traditional
• critical
• success