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© 2008 Corporate Executive Board. All Rights Reserved.
Market Research Executive Board2008 Member Survey
Resource and Organizational Benchmarks for the Research Function:Alpha Corporation Customized Benchmarking Report
© 2008 Corporate Executive Board. All Rights Reserved.
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
© 2008 Corporate Executive Board. All Rights Reserved.
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 16
We 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
© 2008 Corporate Executive Board. All Rights Reserved.
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
© 2008 Corporate Executive Board. All Rights Reserved.
Survey Participant
Demographics
Presentation Road Map
Organizational Overview
Detailed Benchmarks
1
Key Metrics
© 2008 Corporate Executive Board. All Rights Reserved.
Participant ProfileRespondents by Business Industry Respondents by Company Revenue Size
Respondents by Market Research Budget Size
Respondents by Market Research Staff Size
B2B: 35
B2C: 35
B2C Indirect: 23
2
N = 93N = 92
N = 92N = 92
Technology12%
Retail/Wholesale5%
Telecommunications8%
Utilities3%
Financial Services18%
Consumer Goods21%
Business Services4%
Health Care Products/Insurance
9%Hospitality/Restaurant/
Leisure4%
Manufacturing13%
Pharmaceuticals4%
$1.5-$2.99B20%
$3.0-$4.99B10%
$5.0-$9.99B16%
$10.0-$24.99B16%
Less than $1.5B21%
$25.0B or greater17%
$1.5-$2.99M16%
$3.0-$4.99M21%
$5.0-$9.99M12%
$10.0-$24.99M12%
Less than $1.5M24%
$25.0M or greater15%
1-4 FTEs32%
5-8 FTEs27%
9-15 FTEs13%
16-30 FTEs8%
30+ FTEs20%
© 2008 Corporate Executive Board. All Rights Reserved.
Survey Participant
Demographics
Presentation Road Map
Organizational Overview
Detailed Benchmarks
3
Key Metrics
© 2008 Corporate Executive Board. All Rights Reserved.
1-4 FTEs
Market Research Spend* as a Percentage of Company Revenue** Respondent Averages by All Respondents, Business Model, Industry,
Company Revenue, Research Budget, and Staff Size
Key Metrics
Health Care Products/ Insurance
N = 35
BudgetRevenueBusiness Model
All RespondentsAlpha Corporation
*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
Industry Staff
B2B $1.5-$2.99B
Market Research
Spend as a Percentage of Company
Revenue
N = 8 N = 18 N = 21 N = 28N = 91
4
Less than $1.5M
0.04%
0.26%
0.09% 0.08%
0.62%
0.05%
0.10%
0.00%
0.10%
0.20%
0.30%
0.40%
0.50%
0.60%
0.70%
0.13%
© 2008 Corporate Executive Board. All Rights Reserved.
2.50%
11.53% 11.32%
9.70%9.34%
11.48%
9.55%
0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
14.00%
16.00%
Market Research Spend* as a Percentage of Marketing Spend Respondent Averages by All Respondents, Business Model, Industry, Company Revenue,
Research Budget, and Staff Size
Key Metrics
*Market Research Spend defined as total spend on Research and G&A
Market Research
Spend as a Percentage
of Marketing
Spend
5
1-4 FTEsHealth Care Products/ Insurance
N = 25
BudgetRevenueBusiness Model
All RespondentsAlpha Corporation
Industry Staff
B2B $1.5-$2.99B
N = 8 N = 13 N = 17 N = 20N = 62
Less than $1.5M
4.95%
© 2008 Corporate Executive Board. All Rights Reserved.
15.0
10.9
7.58.3
13.6
16.416.0
0.0
2.0
4.0
6.0
8.0
10.0
12.0
14.0
16.0
18.0
20.0
Market Research Projects per FTERespondent Averages by All Respondents, Business Model, Industry,
Company Revenue, Research Budget, and Staff Size
Key Metrics
Market Research Projects
6
1-4 FTEsHealth Care Products/ Insurance
N = 34
BudgetRevenueBusiness Model
All RespondentsAlpha Corporation
Industry Staff
B2B $1.5-$2.99B
N = 8 N = 17 N = 22 N = 28N = 87
Less than $1.5M
9.8
© 2008 Corporate Executive Board. All Rights Reserved.
$200,000
$701,257$655,508
$423,438
$550,586
$400,343
$864,038
$0
$200,000
$400,000
$600,000
$800,000
$1,000,000
$1,200,000
$1,400,000
Market Research Spend* per FTERespondent Averages by All Respondents, Business Model, Industry,
Company Revenue, Research Budget, and Staff Size
Key Metrics
Market Research
Spend (USD)
*Market Research Spend defined as total spend on Research and G&A
7
1-4 FTEsHealth Care Products/ Insurance
N = 35
BudgetRevenueBusiness Model
All RespondentsAlpha Corporation
Industry Staff
B2B $1.5-$2.99B
N = 8 N = 18 N = 22 N = 29N = 92
Less than $1.5M
$387,251
© 2008 Corporate Executive Board. All Rights Reserved.
Survey Participant
Demographics
Presentation Road Map
Organizational Overview
Detailed Benchmarks
8
Key Metrics
© 2008 Corporate Executive Board. All Rights Reserved.
Organizational Alignment Current State and Recent MovementAggregate Responses for All Respondents
Organizational Overview
Current Organizational Alignment From Centralized
From Hybrid From Decentralized
Alpha Corporation: Hybrid
N = 93 N = 21
N = 16N = 8
Centralized Hybrid Decentralized
9
75%
18%
6%
62%19%
19%
88%
13%
75%
25%
© 2008 Corporate Executive Board. All Rights Reserved.
Organizational Alignment Current State and Anticipated MovementAggregate Responses for All Respondents
Organizational Overview
Current Organizational Alignment To Centralized
To Hybrid To Decentralized
Centralized Hybrid Decentralized
62%19%
19%
88%
13%
75%
25%
75%
18%
6%Alpha Corporation: Hybrid
N = 93
N = 93 N = 93
N = 93
10
© 2008 Corporate Executive Board. All Rights Reserved.
Alpha Corporation Alignment – Hybrid
Organizational Alignment and Geographic Scope Aggregate Responses for All Respondents
Organizational Overview
Percent of Respondent
s
Local Scope
National Scope
Regional Scope
Global Scope
N = 8 N = 37 N = 8 N = 40
Centralized Hybrid Decentralized
11
Alpha Corporation Geographic Scope – Regional Scope
75%
86%
38%
73%
5%
23%
13%5%
50%
25%
8%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
© 2008 Corporate Executive Board. All Rights Reserved.
20%
41%
27%
12%
23%
10%
1% 67%
Reporting Structure Aggregate Responses for All Respondents
Reporting Levels to the CEO Department Reported Through
1 Level 2 Levels 3 Levels 4 Levels or More
Marketing Sales Strategy/ Planning
Other*
Alpha Corporation– 2 Levels Alpha Corporation– Strategy/Planning
Organizational Overview
N = 93 N = 93
*Other includes Business Development, Global Business Support, Customer Care/Client Experience, and Shared Services.
12
© 2008 Corporate Executive Board. All Rights Reserved.
Constituents Served by Market Research Aggregate Responses for All Respondents
Percentage of
Respondents
Organizational Overview
Alpha Corporation:
N = 93
Mar
ketin
g
Finan
ce
Str
ateg
y/Pla
nnin
g
Sal
es
NPD/In
nova
tion/
R&D
Corpo
rate
Com
mun
icat
ions
/PR
CEO/Gen
eral
Man
ager
/Pre
side
nt
Other
*
Indicates Alpha Corporation Selection
*Other includes: Client/Customer Service, Corporate Governance, Investor Relations, Manufacturing, Product Divisions and Promotion.
13
95%
34%
90%
84%
89%
83%
87%
33%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
© 2008 Corporate Executive Board. All Rights Reserved.
Services Offered by Market Research Aggregate Responses for All Respondents
Organizational Overview
Percent of Respondent
s
*Other includes: Ad Tracking, Best Practice Development, Brand Research, New Product Development/Concept Testing , Corporate Metric Tracking and Database Marketing.
N = 93
P
rimar
y
Resea
rch
Omni
bus
Resea
rch
Syndi
cate
d
Resea
rch
Quant
itativ
e
Resea
rch
Qualit
ative
Resea
rch
Forec
asti
ng
Mar
ket R
esea
rch
Libr
ary
(offl
ine)
Mar
ket R
esea
rch
Portal
(onl
ine)
Busin
ess/Com
petit
ive
Inte
llige
nceOn-
line
Resea
rchM
arke
t
Analysis
Empl
oyee
Satisfa
ctio
n
Custo
mer
Satisfa
ctio
n
Custo
mer
Con
tact
Man
agem
ent
Shopp
er
Resea
rch
Data/
Min
ing
Analysis
Corpo
rate
-Wid
e Kno
wle
dge
Mgm
t.Oth
er *
Alpha Corporation:
Indicates Alpha Corporation Selection
14
98%
63%
87%
99% 98%
41%
55%
73%
69%
86%
76%
23%
73%
14%
43% 43%
23%
13%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
© 2008 Corporate Executive Board. All Rights Reserved.
2.0
13.1
2.0
10.8
2.0
8.93.0
9.5
3.0
9.5
3.0
9.3
0.0
5.0
10.0
15.0
20.0
25.0
Vendor Portfolio and Preferred Partnerships*Aggregate Responses for All Respondents
Other Preferred
Number of Vendors
2006 Portfolio
2008 Portfolio
2008 Portfolio
(expected)
*“Preferred vendors” is defined as a reduced set of vendors that have been selected based on certain established criteria.
All Responden
ts
Alpha Corporation
Alpha Corporation
Alpha Corporatio
n
All Responden
ts
All Responden
ts
N = 93
Organizational Overview
15
6.0
6.5
5.0
4.9
5.0
2.5
© 2008 Corporate Executive Board. All Rights Reserved.
Survey Participant
Demographics
Presentation Road Map
Organizational Overview
Detailed Benchmarks
16
Key Metrics
© 2008 Corporate Executive Board. All Rights Reserved.
1.0 1.0 1.0 1.0 1.0 1.0 1.0
2.0
4.4 3.9 3.3 3.91.9 1.2
17.9
6.8
11.4
1.6
1.5
0.10.4
0.1
0.8
0.10.1
0.3
0.0
5.0
10.0
15.0
20.0
25.0
30.0
Average Staffing Levels* Respondent Averages by All Participants, Business Model, Industry,
Company Revenue, Research Budget, and Staff Size
Detailed Benchmarks – Organizational Structure
BudgetRevenueBusiness ModelAll RespondentsAlpha Corporation Industry Staff
Number of Full-Time
Employees
*Includes internal staff and on-site contractors/consultants
17
1-6 FTEsHealth Care Products/ Insurance
N = 35
B2B$1.5-$2.99B
N = 8 N = 18 N = 22 N = 29N = 93
Less than $1.5M
5.0
Head of Market Research Internal Direct Reports to Head of Market Research All Remaining Internal Staff On-site Contractors
© 2008 Corporate Executive Board. All Rights Reserved.
Current Organizational Alignment Respondent Averages by All Participants, Business Model, Industry, Company Revenue, Research Budget, &
Staff Size
Detailed Benchmarks – Organizational Structure
Alpha Corporation= Hybrid
Percentage of
Respondents
Centralized Hybrid Decentralized
18
BudgetRevenueBusiness ModelAll Respondents Industry Staff
1-6 FTEsHealth Care Products/ Insurance
N = 35
B2B $1.5-$2.99B
N = 8 N = 18 N = 22 N = 29N = 93
Less than $1.5M
75%
60%
50%
83%77% 79%
18%
38%
11%
6% 6%
9%10%
31%
10%14%13%9%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
© 2008 Corporate Executive Board. All Rights Reserved.
Current Geographic Scope Respondent Averages by All Respondents, Business Model, Industry,
Company Revenue, Research Budget, and Staff Size
Detailed Benchmarks – Organizational Structure
Percentage of
Respondents
Local National Regional Global
Alpha Corporation= Regional Scope
19
BudgetRevenueBusiness ModelAll Respondents Industry Staff
1-4 FTEsHealth Care Products/ Insurance
N = 35
B2B $1.5-$2.99B
N = 8 N = 18 N = 22 N = 29N = 93
Less than $1.5M
9% 6%
25%
40%
26%
33%
9%
11%
43%
57%
13%
33%
7%14%17%
50%
50%
45%
17%
9%
10%
13% 38%
27%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
© 2008 Corporate Executive Board. All Rights Reserved.
Reporting Levels Between the Head of Research and the CEORespondent Averages by All Respondents, Business Model, Industry,
Company Revenue, Research Budget, and Staff Size
Detailed Benchmarks – Organizational Structure
Percentage of
Respondents
None, Direct Report to the CEO/GM/President 1 Level 2 Levels 3 Levels 4 or More Levels
Alpha Corporation= 2 Levels
20
BudgetRevenueBusiness ModelAll Respondents Industry Staff
1-6 FTEsHealth Care Products/ Insurance
N = 35
B2B $1.5-$2.99B
N = 8 N = 18 N = 22 N = 29N = 93
Less than $1.5M
20%14% 13%
21%
41%
37%
63%
39%
41% 48%
27%
31%
13%
17%
27%
12%17%
23%
39%
24%
9% 7%6%13%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
© 2008 Corporate Executive Board. All Rights Reserved.
Direct Line Reporting for Research Functions Respondent Averages by All Respondents, Business Model, Industry,
Company Revenue, Research Budget, and Staff Size
Detailed Benchmarks – Organizational Structure
Percentage of
Respondents
Marketing Sales Strategy/Planning Other*
*Other includes Business Development, Global Business Support, Customer Care/Client Experience, and Shared Services.
Alpha Corporation= Marketing
21
BudgetRevenueBusiness ModelAll Respondents Industry Staff
1-6 FTEsHealth Care Products/ Insurance
N = 35
B2B $1.5-$2.99B
N = 8 N = 18 N = 22 N = 29N = 93
Less than $1.5M
67%74%
88%
50%
73%79%
10%
14%
13%
17%
5%
7%
23%
11%
33%
23%
1%
14%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
© 2008 Corporate Executive Board. All Rights Reserved.
Constituents Served by Market Research Respondent Averages by Business Model: B2B
Mar
ketin
g
Percentage of B2B
Respondents
Detailed Benchmarks – Organizational Structure
Finan
ce
Str
ateg
y/Pla
nnin
g
Sal
es
NPD/In
nova
tion/
R&D
Corpo
rate
Com
mun
icat
ions
/PR
CEO/Gen
eral
Man
ager
/Pre
side
nt
Other
*
Alpha Corporation:
N = 35
Indicates Alpha Corporation Selection
22
*Other includes: Client/Customer Service, Corporate Governance, Investor Relations, Manufacturing, Product Divisions and Promotion.
91%
34%
94%
83% 83%
77%
86%
29%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
© 2008 Corporate Executive Board. All Rights Reserved.
Constituents Served by Market Research Respondent Averages by Industry: Health Care Products/ Insurance
Mar
ketin
g
Percentage of Health
Care Products/ Insurance
Respondents
Detailed Benchmarks – Organizational Structure
Finan
ce
Str
ateg
y/Pla
nnin
g
Sal
es
NPD/In
nova
tion/
R&D
Corpo
rate
Com
mun
icat
ions
/PR
CEO/Gen
eral
Man
ager
/Pre
side
nt
Other
*
Indicates Alpha Corporation Selection
23
N = 8
Alpha Corporation:
*Other includes: Client/Customer Service, Corporate Governance, Investor Relations, Manufacturing, Product Divisions and Promotion.
88%
38%
100%
88% 88%
75% 75%
25%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
© 2008 Corporate Executive Board. All Rights Reserved.
Constituents Served by Market Research Respondent Averages by Company Revenue: $1.5-$2.99B
Mar
ketin
g
Percentage of $1.5-$2.99B
Respondents
Detailed Benchmarks – Organizational Structure
Finan
ce
Str
ateg
y/Pla
nnin
g
Sal
es
NPD/In
nova
tion/
R&D
Corpo
rate
Com
mun
icat
ions
/PR
CEO/Gen
eral
Man
ager
/Pre
side
nt
Other
*
Indicates Alpha Corporation Selection
24
N = 18
Alpha Corporation:
*Other includes: Client/Customer Service, Corporate Governance, Investor Relations, Manufacturing, Product Divisions and Promotion.
94%
28%
83%
89% 89% 89%
83%
50%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
© 2008 Corporate Executive Board. All Rights Reserved.
Constituents Served by Market Research Respondent Averages by Market Research Budget Size: Less than $3.5M
Mar
ketin
g
Percentage of Less than
$3.5M Respondent
s
Detailed Benchmarks – Organizational Structure
Finan
ce
Str
ateg
y/Pla
nnin
g
Sal
es
NPD/In
nova
tion/
R&D
Corpo
rate
Com
mun
icat
ions
/PR
CEO/Gen
eral
Man
ager
/Pre
side
nt
Other
*
Indicates Alpha Corporation Selection
25
N = 22
Alpha Corporation:
*Other includes: Client/Customer Service, Corporate Governance, Investor Relations, Manufacturing, Product Divisions and Promotion.
100%
27%
100%
86%
82%
86% 86%
27%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
© 2008 Corporate Executive Board. All Rights Reserved.
Constituents Served by Market Research Respondent Averages by Staff Size: 1-6 FTEs
Mar
ketin
g
Percentage of 1-6 FTEs Respondent
s
Detailed Benchmarks – Organizational Structure
Finan
ce
Str
ateg
y/Pla
nnin
g
Sal
es
NPD/In
nova
tion/
R&D
Corpo
rate
Com
mun
icat
ions
/PR
CEO/Gen
eral
Man
ager
/Pre
side
nt
Other
*
Indicates Alpha Corporation Selection
26
N = 29
Alpha Corporation:
*Other includes: Client/Customer Service, Corporate Governance, Investor Relations, Manufacturing, Product Divisions and Promotion.
97%
24%
90%
83%86%
83% 83%
45%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
© 2008 Corporate Executive Board. All Rights Reserved.
Services Offered by Market Research Respondent Averages by Business Model: B2B
Percentage of B2B
Respondents
Detailed Benchmarks – Organizational Structure
P
rimar
y
Resea
rch
Omni
bus
Resea
rch
Syndi
cate
d
Resea
rch
Quant
itativ
e
Resea
rch
Qualit
ative
Resea
rch
Forec
asti
ng
Mar
ket R
esea
rch
Libr
ary
(offl
ine)
Mar
ket R
esea
rch
Portal
(onl
ine)
Busin
ess/Com
petit
ive
Inte
llige
nce
On-lin
e
Resea
rchM
arke
t
Analysis
Empl
oyee
Satisfa
ctio
n
Custo
mer
Satisfa
ctio
n
Custo
mer
Con
tact
Man
agem
ent
Shopp
er
Resea
rch
Data/
Min
ing
Analysis
Corpo
rate
-Wid
e Kno
wle
dge
Mgm
t.Oth
er *
Indicates Alpha Corporation Selection
27
N = 35
Alpha Corporation:
*Other includes: Ad Tracking, Best Practice Development, Brand Research, Product Development/Concept Testing , Corporate Metric Tracking and Database Marketing.
94%
40%
77%
97%94%
49%
37%
71%74% 74%
77%
14%
66%
14%17%
46%
17%14%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
© 2008 Corporate Executive Board. All Rights Reserved.
Services Offered by Market Research Respondent Averages by Industry: Health Care Products/ Insurance
Percentage of Health
Care Products/ Insurance
Respondents
Detailed Benchmarks – Organizational Structure
P
rimar
y
Resea
rch
Omni
bus
Resea
rch
Syndi
cate
d
Resea
rch
Quant
itativ
e
Resea
rch
Qualit
ative
Resea
rch
Forec
asti
ng
Mar
ket R
esea
rch
Libr
ary
(offl
ine)
Mar
ket R
esea
rch
Portal
(onl
ine)
Busin
ess/Com
petit
ive
Inte
llige
nce
On-lin
e
Resea
rchM
arke
t
Analysis
Empl
oyee
Satisfa
ctio
n
Custo
mer
Satisfa
ctio
n
Custo
mer
Con
tact
Man
agem
ent
Shopp
er
Resea
rch
Data/
Min
ing
Analysis
Corpo
rate
-Wid
e Kno
wle
dge
Mgm
t.Oth
er *
Indicates Alpha Corporation Selection
28
N = 8
Alpha Corporation:
100%
25%
63%
100% 100%
38%
25%
75%
63%
75%
63%
50%
88%
25%
13%
75%
13% 13%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
*Other includes: Ad Tracking, Best Practice Development, Brand Research, Product Development/Concept Testing , Corporate Metric Tracking and Database Marketing.
© 2008 Corporate Executive Board. All Rights Reserved.
Services Offered by Market Research Respondent Averages by Company Revenue: $1.5-$2.99B
Percentage of $1.5-$2.99B
Respondents
Detailed Benchmarks – Organizational Structure
P
rimar
y
Resea
rch
Omni
bus
Resea
rch
Syndi
cate
d
Resea
rch
Quant
itativ
e
Resea
rch
Qualit
ative
Resea
rch
Forec
asti
ng
Mar
ket R
esea
rch
Libr
ary
(offl
ine)
Mar
ket R
esea
rch
Portal
(onl
ine)
Busin
ess/Com
petit
ive
Inte
llige
nce
On-lin
e
Resea
rchM
arke
t
Analysis
Empl
oyee
Satisfa
ctio
n
Custo
mer
Satisfa
ctio
n
Custo
mer
Con
tact
Man
agem
ent
Shopp
er
Resea
rch
Data/
Min
ing
Analysis
Corpo
rate
-Wid
e Kno
wle
dge
Mgm
t.Oth
er *
Indicates Alpha Corporation Selection
29
N = 18
Alpha Corporation:
100%
61%
89%
100% 100%
39%
72%
83%
50%
83%
78%
28%
72%
6%
50%
33%
22%
17%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
*Other includes: Ad Tracking, Best Practice Development, Brand Research, Product Development/Concept Testing , Corporate Metric Tracking and Database Marketing.
© 2008 Corporate Executive Board. All Rights Reserved.
Services Offered by Market Research Respondent Averages by Market Research Budget Size: Less than $3.5M
Percentage of Less than
$3.5M Respondent
s
Detailed Benchmarks – Organizational Structure
P
rimar
y
Resea
rch
Omni
bus
Resea
rch
Syndi
cate
d
Resea
rch
Quant
itativ
e
Resea
rch
Qualit
ative
Resea
rch
Forec
asti
ng
Mar
ket R
esea
rch
Libr
ary
(offl
ine)
Mar
ket R
esea
rch
Portal
(onl
ine)
Busin
ess/Com
petit
ive
Inte
llige
nce
On-lin
e
Resea
rchM
arke
t
Analysis
Empl
oyee
Satisfa
ctio
n
Custo
mer
Satisfa
ctio
n
Custo
mer
Con
tact
Man
agem
ent
Shopp
er
Resea
rch
Data/
Min
ing
Analysis
Corpo
rate
-Wid
e Kno
wle
dge
Mgm
t.Oth
er *
Indicates Alpha Corporation Selection
30
N = 22
Alpha Corporation:
100%
50%
91%
100%
95%
32%
59% 59%
68%
82%
73%
32%
82%
18%
23%
55%
5%
14%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
*Other includes: Ad Tracking, Best Practice Development, Brand Research, Product Development/Concept Testing , Corporate Metric Tracking and Database Marketing.
© 2008 Corporate Executive Board. All Rights Reserved.
Services Offered by Market Research Respondent Averages by Staff Size: 1-6 FTEs
Percentage of 1-6 FTEs Respondent
s
Detailed Benchmarks – Organizational Structure
P
rimar
y
Resea
rch
Omni
bus
Resea
rch
Syndi
cate
d
Resea
rch
Quant
itativ
e
Resea
rch
Qualit
ative
Resea
rch
Forec
asti
ng
Mar
ket R
esea
rch
Libr
ary
(offl
ine)
Mar
ket R
esea
rch
Portal
(onl
ine)
Busin
ess/Com
petit
ive
Inte
llige
nce
On-lin
e
Resea
rchM
arke
t
Analysis
Empl
oyee
Satisfa
ctio
n
Custo
mer
Satisfa
ctio
n
Custo
mer
Con
tact
Man
agem
ent
Shopp
er
Resea
rch
Data/
Min
ing
Analysis
Corpo
rate
-Wid
e Kno
wle
dge
Mgm
t.Oth
er *
Indicates Alpha Corporation Selection
31
Alpha Corporation:
N = 29
97%
55%
83%
100% 100%
17%
55%
69%66%
79%76%
28%
76%
7%
28%
48%
10%
17%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
*Other includes: Ad Tracking, Best Practice Development, Brand Research, Product Development/Concept Testing , Corporate Metric Tracking and Database Marketing.
© 2008 Corporate Executive Board. All Rights Reserved.
Overall Budget BreakdownRespondent Averages by All Respondents, Business Model, Industry,
Company Revenue, Research Budget, and Staff Size
Detailed Benchmarks – Research Budget
Budget Amount (in Thousands
of USD)
*G&A expenses include staff salaries, personnel and travel expenses, other corporate overhead
32
1-6FTEsHealth Care Products/ Insurance
N = 35
BudgetRevenueBusiness Model
All RespondentsAlpha Corporation
Industry Staff
B2B $1.5-$2.99B
N = 8 N = 18 N = 22 N = 29N = 92
Less than $3.5M
$1,750
$1,750
$400
$12,533
$4,314
$1,526
$9,889
$639$1,477
$3,168
$1,723
$2,077
$308
$469
$200
$301
$0
$2,000
$4,000
$6,000
$8,000
$10,000
$12,000
$14,000
$16,000
$18,000
Research Budget G&A Budget*
© 2008 Corporate Executive Board. All Rights Reserved.
Research Budget OwnershipRespondent Averages by All Respondents, Business Model, Industry,
Company Revenue, Research Budget, and Staff Size
Detailed Benchmarks – Research Budget
Percentage of
Respondents
Research-Owned Line-Partner Owned Hybrid
33
BudgetRevenueBusiness ModelAll Respondents Industry Staff
1-6 FTEsHealth Care Products/ Insurance
N = 35
B2B
$1.5-$2.99B
N = 8 N = 18 N = 22 N = 29N = 93
Less than $3.5M
33%
46%38%
17%
41%
59%
12%
6%
22%
9%
7%
55%49%
63% 61%
50%
34%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
© 2008 Corporate Executive Board. All Rights Reserved.
Budget Allocation by Research Category Respondent Averages by All Participants, Business Model, Industry,
Company Revenue, Research Budget, and Staff Size
Detailed Benchmarks – Research Portfolio
Percentage of Budget
*Other includes: Sales Support, Benchmarking, Product Development and Customer/Shopper Insights,
Strategic
Product
Communication
In-Market Tracking and Performance
Business Intelligence/ Competitive Intelligence
Organizational/ Performance
Other*
34
1-3 FTEsHealth Care Products/ Insurance
N = 35
BudgetRevenueBusiness Model
All RespondentsAlpha Corporation
Industry Staff
B2B $1.5-$2.99B
N = 8 N = 18 N = 22N = 93
Less than $3.5M
N = 29
20%25% 28%
32%27% 25% 25%
65%
27%28% 22% 31%
23%29%
10%9% 11%
10%
9%
7%
10%
23% 21% 24%22%
23%
23%
8% 8% 4%4%
12%10%
5% 4% 3% 6%6%
2%
3%
7%
2%2% 1%3%3%1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
© 2008 Corporate Executive Board. All Rights Reserved.
22%17% 20% 19% 20%
15% 15%
44%
31%
37%
23%26%
23%
31%
10%
8%
16%12%
6%
7%
22%
25%
21%29%
37%
24%
9%
14% 10% 7%
5%
22%19%
2% 2% 6%8% 8%
2%
20%
1% 1%2%1%2%1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Project Allocation by Research Category Respondent Averages by All Respondents, Business Model, Industry,
Company Revenue, Research Budget, and Staff Size
Detailed Benchmarks – Research Portfolio
Percentage of Projects
Strategic
Product
Communication
In-Market Tracking and Performance
Business Intelligence/ Competitive Intelligence
Organizational/ Performance
Other*
36
1-6 FTEsHealth Care Products/ Insurance
N = 35
BudgetRevenueBusiness Model
All RespondentsAlpha Corporation
Industry Staff
B2B $1.5-$2.99B
N = 8 N = 18 N = 22 N = 29N = 93
Less than $3.5M
© 2008 Corporate Executive Board. All Rights Reserved.
Vendor Spend Respondent Averages by All Respondents, Business Model, Industry,
Company Revenue, Research Budget, and Staff Size
Detailed Benchmarks – Vendors
Vendor Spend (in Thousands
of USD)
37
1-6 FTEsHealth Care Products/ Insurance
N = 35
BudgetRevenueBusiness Model
All RespondentsAlpha Corporation
Industry Staff
B2B $1.5-$2.99B
N = 8 N = 18 N = 22 N = 29N = 92
Less than $3.5M
$300
$12,152
$3,876
$1,186
$9,406
$510
$1,402
$0
$2,000
$4,000
$6,000
$8,000
$10,000
$12,000
$14,000
$1,250
© 2008 Corporate Executive Board. All Rights Reserved.
Vendor Portfolio Respondent Averages by All Respondents, Business Model, Industry,
Company Revenue, Research Budget, and Staff Size
Detailed Benchmarks – Vendors
Number of Vendors
2006 2008 2008 (expected)
38
5.0
22.5
21.1
7.3
18.7
6.5
10.0
5.0
20.3
17.7
7.8
17.7
6.8
10.3
5.0
18.2
15.5
8.3
14.9
8.2
11.0
0.0
5.0
10.0
15.0
20.0
25.0
1-6 FTEsHealth Care Products/ Insurance
N = 35
BudgetRevenueBusiness Model
All RespondentsAlpha Corporation
Industry Staff
B2B $1.5-$2.99B
N = 8 N = 18 N = 22 N = 29N = 93
Less than $3.5M
12.5
9.9
7.5
© 2008 Corporate Executive Board. All Rights Reserved.
Market Research Executive Board Staff
Managing ConsultantChad Mulvany
Practice ManagerScott Christofferson
Central Data Analysis and Tools Staff
Lead AnalystElizabeth Belk
Project ManagerAnn Vu
Market Research Executive Board
1919 North Lynn Street Arlington, VA 22209Telephone: 571-303-3000Facsimile: 571-303-3100
Victoria HouseFourth Floor37–63 Southampton Row Bloomsbury SquareLondon WC1B 4DR United KingdomTelephone: +44-(0)20-7632-6000Facsimile: +44-(0)20-7632-6001
www.mreb.executiveboard.com
43