Abstract:

This paper provides a case study highlighting the rationale for and benefits achieved by the implementation of a client side, state-of-the-art market research department portal. Initiated to better recognize and manage research as a corporate 'asset' (as opposed to a 'departmental expense'), this market research management portal allows the client organization to realize greater value from their considerable research investments by allowing users to cut through the information overload to find the 'golden nugget'. The portal combines information management, controlled access, project management, auto-communications, and supplier management. The end result allows market research managers to focus more on value adding and decision-makers to better utilize the research assets in their decision-making.