How Knowledge Management Can Empower Market Research Professionals

Last week I was at Forrester's Consumer Forum in Chicago, where I gave a presentation with the title “If The Company Only Knew What The Company Knows: Introduction Of A Knowledge Center Can Empower Market Research Professionals.” For this presentation I did quite a lot of research and talked to many market researchers who have implemented some kind of knowledge management system. Knowledge management systems come in all kinds of flavors and with varying degrees of success, but the market researchers who managed to build a successful, engaging, and widely used system all agreed that it had changed their role.

In fact, the companies we spoke to all saw their knowledge management as a competitive advantage. Although we found a number of market researchers willing to participate in our research, none of them wanted to share all the ins and outs. In keeping with the theme, they said, "We don’t want others to know what we know."

But how can market researchers introduce knowledge management to their organizations? Based on our research, we see three different levels:

  1. Build a research center of excellence within the department.
  2. Implement a system for sharing and distributing (research) information with the organization.
  3. Develop a companywide knowledge management system.
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