Abstract:

This paper draws on the authors' experience in implementing client side, market research department (MRD) portals for more than 20 organizations around the globe with research budgets ranging from $1 million to $100 million. It outlines the problems many organizations have faced in sustaining the use of their MRD portals, and how, by fully exploiting second-generation web technology, these problems can be overcome to help MRDs maximise the return from their investment in market research. The paper also includes pointers to the application of emerging web technologies that are likely to affect MRDs.