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Resource and Organizational Benchmarks for the Research Function: Alpha Corporation Customized Benchmarking Report

Market Research Executive Board. 2008 Member Survey. Resource and Organizational Benchmarks for the Research Function: Alpha Corporation Customized Benchmarking Report. Table of Contents. Letter of Introduction – ii Glossary of Terms and Definitions – iii Survey Participant Demographics – 2

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Resource and Organizational Benchmarks for the Research Function: Alpha Corporation Customized Benchmarking Report

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

  2. 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. 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 16We 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 BoardWashington, 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. 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. Presentation Road Map Survey Participant Demographics Key Metrics Organizational Overview Detailed Benchmarks 1

  6. Participant Profile Respondents by Business Industry Respondents by Company Revenue Size B2B: 35 B2C: 35 B2C Indirect: 23 N = 92 N = 93 Respondents by Market Research Staff Size Respondents by Market Research Budget Size N = 92 N = 92 2

  7. Presentation Road Map Survey Participant Demographics Key Metrics Organizational Overview Detailed Benchmarks 3

  8. Key Metrics Market Research Spend* as a Percentage of Company Revenue** Respondent Averages by All Respondents, Business Model, Industry, Company Revenue, Research Budget, and Staff Size Market Research Spend as a Percentage of Company Revenue 0.13% Business Model Alpha Corporation All Respondents Industry Revenue Budget Staff B2B Health Care Products/ Insurance $1.5-$2.99B Less than $1.5M 1-4 FTEs N = 91 N = 35 N = 8 N = 18 N = 21 N = 28 *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 4

  9. Key Metrics Market Research Spend* as a Percentage of Marketing Spend Respondent Averages by All Respondents, Business Model, Industry, Company Revenue, Research Budget, and Staff Size Market Research Spend as a Percentage of Marketing Spend 4.95% Business Model Alpha Corporation All Respondents Industry Revenue Budget Staff B2B Health Care Products/ Insurance $1.5-$2.99B Less than $1.5M 1-4 FTEs N = 62 N = 25 N = 8 N = 13 N = 17 N = 20 *Market Research Spend defined as total spend on Research and G&A 5

  10. Key Metrics Market Research Projects per FTERespondent Averages by All Respondents, Business Model, Industry, Company Revenue, Research Budget, and Staff Size Market Research Projects 9.8 Business Model Alpha Corporation All Respondents Industry Revenue Budget Staff B2B Health Care Products/ Insurance $1.5-$2.99B Less than $1.5M 1-4 FTEs N = 87 N = 34 N = 8 N = 17 N = 22 N = 28 6

  11. Key Metrics Market Research Spend* per FTERespondent Averages by All Respondents, Business Model, Industry, Company Revenue, Research Budget, and Staff Size Market Research Spend (USD) $387,251 Business Model Alpha Corporation All Respondents Industry Revenue Budget Staff B2B Health Care Products/ Insurance $1.5-$2.99B Less than $1.5M 1-4 FTEs N = 92 N = 35 N = 8 N = 18 N = 22 N = 29 *Market Research Spend defined as total spend on Research and G&A 7

  12. Presentation Road Map Survey Participant Demographics Key Metrics Organizational Overview Detailed Benchmarks 8

  13. Organizational Overview Organizational Alignment Current State and Recent MovementAggregate Responses for All Respondents Current Organizational Alignment From Centralized Alpha Corporation: Hybrid N = 93 N = 21 From Hybrid From Decentralized N = 8 N = 16 Centralized Hybrid Decentralized 9

  14. Organizational Overview Organizational Alignment Current State and Anticipated MovementAggregate Responses for All Respondents Current Organizational Alignment To Centralized Alpha Corporation: Hybrid N = 93 N = 93 To Hybrid To Decentralized N = 93 N = 93 Centralized Hybrid Decentralized 10

  15. Organizational Overview Organizational Alignment and Geographic Scope Aggregate Responses for All Respondents Alpha Corporation Geographic Scope – Regional Scope Alpha Corporation Alignment – Hybrid Centralized Hybrid Decentralized Percent of Respondents Local Scope National Scope Regional Scope Global Scope N = 8 N = 37 N = 8 N = 40 11

  16. Organizational Overview Reporting Structure Aggregate Responses for All Respondents Department Reported Through Reporting Levels to the CEO Alpha Corporation– Strategy/Planning Alpha Corporation– 2 Levels 1 Level 2 Levels 3 Levels 4 Levels or More Marketing Sales Strategy/ Planning Other* N = 93 N = 93 *Other includes Business Development, Global Business Support, Customer Care/Client Experience, and Shared Services. 12

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

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

  19. Organizational Overview Vendor Portfolio and Preferred Partnerships*Aggregate Responses for All Respondents Other Preferred Number of Vendors 6.0 5.0 5.0 6.5 4.9 2.5 Alpha Corporation All Respondents Alpha Corporation All Respondents Alpha Corporation All Respondents 2008 Portfolio (expected) 2006 Portfolio 2008 Portfolio N = 93 *“Preferred vendors” is defined as a reduced set of vendors that have been selected based on certain established criteria. 15

  20. Presentation Road Map Survey Participant Demographics Key Metrics Organizational Overview Detailed Benchmarks 16

  21. Detailed Benchmarks – Organizational Structure Head of Market Research Internal Direct Reports to Head of Market Research All Remaining Internal Staff On-site Contractors Average Staffing Levels* Respondent Averages by All Participants, Business Model, Industry, Company Revenue, Research Budget, and Staff Size Number of Full-Time Employees 5.0 Alpha Corporation All Respondents Business Model Industry Revenue Budget Staff Health Care Products/ Insurance $1.5-$2.99B Less than $1.5M 1-6 FTEs B2B N = 93 N = 35 N = 8 N = 18 N = 22 N = 29 *Includes internal staff and on-site contractors/consultants 17

  22. Detailed Benchmarks – Organizational Structure Centralized Hybrid Decentralized Current Organizational Alignment Respondent Averages by All Participants, Business Model, Industry, Company Revenue, Research Budget, & Staff Size Alpha Corporation= Hybrid Percentage of Respondents All Respondents Business Model Industry Revenue Budget Staff B2B Health Care Products/ Insurance $1.5-$2.99B Less than $1.5M 1-6 FTEs N = 93 N = 35 N = 8 N = 18 N = 22 N = 29 18

  23. Detailed Benchmarks – Organizational Structure Current Geographic Scope Respondent Averages by All Respondents, Business Model, Industry, Company Revenue, Research Budget, and Staff Size Local National Regional Global Alpha Corporation= Regional Scope Percentage of Respondents All Respondents Business Model Industry Revenue Budget Staff B2B Health Care Products/ Insurance $1.5-$2.99B Less than $1.5M 1-4 FTEs N = 93 N = 35 N = 8 N = 18 N = 22 N = 29 19

  24. Detailed Benchmarks – Organizational Structure None, Direct Report to the CEO/GM/President 1 Level 2 Levels 3 Levels 4 or More Levels Reporting Levels Between the Head of Research and the CEORespondent Averages by All Respondents, Business Model, Industry, Company Revenue, Research Budget, and Staff Size Alpha Corporation= 2 Levels Percentage of Respondents All Respondents Business Model Industry Revenue Budget Staff B2B Health Care Products/ Insurance $1.5-$2.99B Less than $1.5M 1-6 FTEs N = 93 N = 35 N = 8 N = 18 N = 22 N = 29 20

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

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

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

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

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

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

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

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

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

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

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

  36. Detailed Benchmarks – Research Budget Research Budget G&A Budget* Overall Budget BreakdownRespondent Averages by All Respondents, Business Model, Industry, Company Revenue, Research Budget, and Staff Size Budget Amount (in Thousands of USD) $1,750 Business Model Alpha Corporation All Respondents Industry Revenue Budget Staff $1,750 B2B Health Care Products/ Insurance $1.5-$2.99B Less than $3.5M 1-6FTEs N = 92 N = 35 N = 8 N = 18 N = 22 N = 29 *G&A expenses include staff salaries, personnel and travel expenses, other corporate overhead 32

  37. Detailed Benchmarks – Research Budget Research-Owned Line-Partner Owned Hybrid Research Budget OwnershipRespondent Averages by All Respondents, Business Model, Industry, Company Revenue, Research Budget, and Staff Size Percentage of Respondents All Respondents Business Model Industry Revenue Budget Staff Health Care Products/ Insurance $1.5-$2.99B Less than $3.5M 1-6 FTEs B2B N = 93 N = 35 N = 8 N = 18 N = 22 N = 29 33

  38. Detailed Benchmarks – Research Portfolio Budget Allocation by Research Category Respondent Averages by All Participants, Business Model, Industry, Company Revenue, Research Budget, and Staff Size Other* Organizational/ Performance Business Intelligence/ Competitive Intelligence In-Market Tracking and Performance Percentage of Budget Communication Product Strategic Business Model Alpha Corporation All Respondents Industry Revenue Budget Staff B2B Health Care Products/ Insurance $1.5-$2.99B Less than $3.5M 1-3 FTEs N = 93 N = 35 N = 8 N = 18 N = 22 N = 29 *Other includes: Sales Support, Benchmarking, Product Development and Customer/Shopper Insights, 34

  39. Detailed Benchmarks – Research Portfolio Project Allocation by Research Category Respondent Averages by All Respondents, Business Model, Industry, Company Revenue, Research Budget, and Staff Size Other* Organizational/ Performance Business Intelligence/ Competitive Intelligence In-Market Tracking and Performance Percentage of Projects Communication Product Strategic Business Model Alpha Corporation All Respondents Industry Revenue Budget Staff B2B Health Care Products/ Insurance $1.5-$2.99B Less than $3.5M 1-6 FTEs N = 93 N = 35 N = 8 N = 18 N = 22 N = 29 36

  40. Detailed Benchmarks – Vendors Vendor Spend Respondent Averages by All Respondents, Business Model, Industry, Company Revenue, Research Budget, and Staff Size Vendor Spend (in Thousands of USD) $1,250 Business Model Alpha Corporation All Respondents Industry Revenue Budget Staff B2B Health Care Products/ Insurance $1.5-$2.99B Less than $3.5M 1-6 FTEs N = 92 N = 35 N = 8 N = 18 N = 22 N = 29 37

  41. Detailed Benchmarks – Vendors 2006 2008 2008 (expected) 12.5 9.9 7.5 Business Model Alpha Corporation All Respondents Industry Revenue Budget Staff B2B Health Care Products/ Insurance $1.5-$2.99B Less than $3.5M 1-6 FTEs N = 93 N = 35 N = 8 N = 18 N = 22 N = 29 Vendor PortfolioRespondent Averages by All Respondents, Business Model, Industry, Company Revenue, Research Budget, and Staff Size Number of Vendors 38

  42. 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 22209Telephone: 571-303-3000Facsimile: 571-303-3100 Victoria House Fourth Floor 37–63 Southampton Row Bloomsbury Square London WC1B 4DR United Kingdom Telephone: +44-(0)20-7632-6000 Facsimile: +44-(0)20-7632-6001 www.mreb.executiveboard.com 43

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