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Posted by Reineke Reitsma on December 7, 2009
[Posted by Reineke Reitsma]
To better understand how the recession has changed market researchers' lives in the past year, we've conducted a survey of Forrester's Research Panel For Market Research Professionals about workload, the recession, and prioritization and I published a doc called 'The Impact Of The Recession On Market Research Professionals' Workload'.
The survey confirmed what I've already heard in the conversations I've had with market researchers during 2009: the majority of them haven't experienced a reduction in force in the past year. But this doesn't mean that 2009 has been easy for market researchers. Even if the size of the team stayed the same, the majority saw the number of projects and the workload increase in the past year and experienced more pressure from management for information and insights.
The bad news is that market researchers feel regularly pressured and overworked, the good news however is that this is the time to show the value of market research to the organization because more people pay attention to research studies for guidance and recommendations.
In my recently published report 'The Marketing of Market Research' I give some tips on how better communication of research results can help build influence. To name a few:
I believe that this is the time to start implementing some of these changes, even if it adds to the already challenging workload, simply because you have to strike when the iron is hot.
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