Measuring the Value of Research

Decision value: What decisions did the research cause to be:

  • Different
  • Not taken
  • Improved

Learning value: What new understanding did the research provide us about our customers and markets that:

  • We did not know before
  • Customers could not have told us
  • We would have guessed differently

Business value: What implications does the research have for:

  • Identifying new opportunities
  • Developing new products
  • Differentiating us from competitors
  • Seeing the market differently

Option value: How can the insights from this research be leveraged:

  • Across business groups
  • Across functional areas
  • Across research projects

From Market Research to Customer Insight
by Mohanbir Sawhney
ManyWorlds, 12/08/2003

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