© 2008 corporate executive board. all rights reserved. market research executive board 2008 member...

© 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


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


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


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


Survey Participant

Demographics

Presentation Road Map

Organizational Overview

Detailed Benchmarks

1

Key Metrics


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%


Survey Participant

Demographics



Detailed Benchmarks

3

Key Metrics


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%


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 as a Percentage

of Marketing

Spend

5

1-4 FTEsHealth Care Products/ Insurance

N = 25



Industry Staff

B2B $1.5-$2.99B

N = 8 N = 13 N = 17 N = 20N = 62

Less than $1.5M

4.95%


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,


Key Metrics

Market Research Projects

6


N = 34



Industry Staff

B2B $1.5-$2.99B

N = 8 N = 17 N = 22 N = 28N = 87

Less than $1.5M

9.8


$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,


Key Metrics

Market Research

Spend (USD)


7


N = 35



Industry Staff

B2B $1.5-$2.99B

N = 8 N = 18 N = 22 N = 29N = 92

Less than $1.5M

$387,251


Survey Participant

Demographics



Detailed Benchmarks

8

Key Metrics


Organizational Alignment Current State and Recent MovementAggregate Responses for All Respondents


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%


Organizational Alignment Current State and Anticipated MovementAggregate Responses for All Respondents


Current Organizational Alignment To Centralized

To Hybrid To Decentralized


62%19%

19%

88%

13%

75%

25%

75%

18%

6%Alpha Corporation: Hybrid

N = 93

N = 93 N = 93

N = 93

10


Alpha Corporation Alignment – Hybrid

Organizational Alignment and Geographic Scope Aggregate Responses for All Respondents


Percent of Respondent

s

Local Scope

National Scope

Regional Scope

Global Scope

N = 8 N = 37 N = 8 N = 40


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%


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


N = 93 N = 93

*Other includes Business Development, Global Business Support, Customer Care/Client Experience, and Shared Services.

12


Constituents Served by Market Research Aggregate Responses for All Respondents

Percentage of

Respondents


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%


Services Offered by Market Research Aggregate Responses for All Respondents


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:


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%


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


15

6.0

6.5

5.0

4.9

5.0

2.5


Survey Participant

Demographics



Detailed Benchmarks

16

Key Metrics


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,


Detailed Benchmarks – Organizational Structure

BudgetRevenueBusiness ModelAll RespondentsAlpha Corporation Industry Staff

Number of Full-Time

Employees

*Includes internal staff and on-site contractors/consultants

17


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


Current Organizational Alignment Respondent Averages by All Participants, Business Model, Industry, Company Revenue, Research Budget, &

Staff Size


Alpha Corporation= Hybrid

Percentage of

Respondents


18

BudgetRevenueBusiness ModelAll Respondents Industry Staff


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%


Current Geographic Scope Respondent Averages by All Respondents, Business Model, Industry,



Percentage of

Respondents

Local National Regional Global

Alpha Corporation= Regional Scope

19



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%


Reporting Levels Between the Head of Research and the CEORespondent Averages by All Respondents, Business Model, Industry,



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



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%


Direct Line Reporting for Research Functions Respondent Averages by All Respondents, Business Model, Industry,



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



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%


Constituents Served by Market Research Respondent Averages by Business Model: B2B

Mar

ketin

g

Percentage of B2B

Respondents


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


22


91%

34%

94%

83% 83%

77%

86%

29%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


Constituents Served by Market Research Respondent Averages by Industry: Health Care Products/ Insurance

Mar

ketin

g

Percentage of Health

Care Products/ Insurance

Respondents


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

*


23

N = 8

Alpha Corporation:


88%

38%

100%

88% 88%

75% 75%

25%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


Constituents Served by Market Research Respondent Averages by Company Revenue: $1.5-$2.99B

Mar

ketin

g

Percentage of $1.5-$2.99B

Respondents


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

*


24

N = 18

Alpha Corporation:


94%

28%

83%

89% 89% 89%

83%

50%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


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


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

*


25

N = 22

Alpha Corporation:


100%

27%

100%

86%

82%

86% 86%

27%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


Constituents Served by Market Research Respondent Averages by Staff Size: 1-6 FTEs

Mar

ketin

g

Percentage of 1-6 FTEs Respondent

s


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

*


26

N = 29

Alpha Corporation:


97%

24%

90%

83%86%

83% 83%

45%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


Services Offered by Market Research Respondent Averages by Business Model: B2B

Percentage of B2B

Respondents


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 *


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%


Services Offered by Market Research Respondent Averages by Industry: Health Care Products/ Insurance

Percentage of Health

Care Products/ Insurance

Respondents


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 *


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%



Services Offered by Market Research Respondent Averages by Company Revenue: $1.5-$2.99B

Percentage of $1.5-$2.99B

Respondents


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 *


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%



Services Offered by Market Research Respondent Averages by Market Research Budget Size: Less than $3.5M

Percentage of Less than

$3.5M Respondent

s


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 *


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%



Services Offered by Market Research Respondent Averages by Staff Size: 1-6 FTEs

Percentage of 1-6 FTEs Respondent

s


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 *


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%



Overall Budget BreakdownRespondent Averages by All Respondents, Business Model, Industry,


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



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*


Research Budget OwnershipRespondent Averages by All Respondents, Business Model, Industry,


Detailed Benchmarks – Research Budget

Percentage of

Respondents

Research-Owned Line-Partner Owned Hybrid

33



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%


Budget Allocation by Research Category Respondent Averages by All Participants, Business Model, Industry,


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


N = 35



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%


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,


Detailed Benchmarks – Research Portfolio

Percentage of Projects

Strategic

Product

Communication

In-Market Tracking and Performance

Business Intelligence/ Competitive Intelligence

Organizational/ Performance

Other*

36


N = 35



Industry Staff

B2B $1.5-$2.99B

N = 8 N = 18 N = 22 N = 29N = 93

Less than $3.5M


Vendor Spend Respondent Averages by All Respondents, Business Model, Industry,


Detailed Benchmarks – Vendors

Vendor Spend (in Thousands

of USD)

37


N = 35



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


Vendor Portfolio Respondent Averages by All Respondents, Business Model, Industry,


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


N = 35



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


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

© 2008 corporate executive board. all rights reserved. market research executive board 2008 member...

Documents

market research staff

market research budget

research function

omnibus research

research agency

corporate executive

organizational benchmarks

organizational overview