An overview of developmental activities that contribution to stronger marketing research teams, at both an individual and departmental level.

1. A Recipe for a Healthy
Marketing Research Organization
Steve Magnino
www.stevemagnino.com
July, 2011

2. To be effective, a research organization must
be healthy.
To be healthy, balance is required between…
• Production (e.g., customer insights)
• Production capability

3. Building Production Capability
• Vision and Mission • Training
– Involve the group in crafting – Tufte; Information Mapping
– Association Meetings
• Role Definition
– Industry Conferences
– Insight Training • Trumpet Accomplishments
• Job Descriptions – Recognition Awards; Modeling
– Career paths, equity – Year-end Research Review
– Competencies • Build Community
– Monthly lunches, quarterly
• Recruiting and Selection reviews
– Targeted Selection (behavioral) • Flexible Work Arrangements
– Focus on “fit” & competencies • Effective Processes
• Effective On-boarding – File and project management
• Knowledge Management
– Orientation (role and values)
– Research Reporter
– Intranet curriculum • Participation in Planning
• Embrace failure as part of • Capacity Planning; Prioritization
learning; Encourage risk taking Criteria, Work Scheduling