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

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

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