Abstract:

If market research must be more effectively used, especially in tough economic times, the challenge is not so much in the research process itself, but in the way the results are targeted at and presented to the different stakeholders. Against a background of a fast changing market where end clients are becoming ever more self-reliant and agencies struggle to add value, Randstad improved the effective usage of its research program by focussing on the quality of the reporting. Interviews with information users resulted in revised survey structures and a practical, targeted, user friendly reporting portal aimed at placing market research results in the middle of the decision making process, at all levels in the organization.