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Training Gap for In-House MR Staff
A new report from US research and consulting firm Best Practices identifies a lack of training and development for MR professionals working on the client side. According to'Developing the High-Performance Market Research Function', key skills such as negotiating and influencing are neglected.
The study, which is based on feedback from 85 market research leaders across 20 industries, says that 70% of companies employ decentralised MR structures, but do not train staff in the skills needed to make these structures work. The report points to ways that companies can build more efficient MR structures and build the skills of their MR professionals - more than 65% of whom have a Masters or PhD.
Recommendations are based on best practice from the companies surveyed, which include Bristol-Myers Squibb, Eli Lilly, Novartis, Aventis, DuPont, IBM, Texas Instruments and Hewlett-Packard. Topics covered include how to optimise structure, ensure value and relevance in MR findings, manage the performance of staff, and improve productivity and process.
Nearly 90% of market research heads noted that being able to anticipate future business needs and challenge brand thinking are critical skills when translating and interpreting market insights. Meanwhile, more than 90% identified market management and brand management skills as critical competencies.
More information can be found online at www3.best-in-class.com
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