Abstract:

This paper describes how the market research function at Ford Motor Company has successfully transformed itself to help meet the corporate objectives set forth by senior management. The company became committed to “Delivering on the promise … to become the world’s leading consumer-focused company”. This required an effort to understand the value of the department in its traditional role and, more importantly, a vision and implementation plan for making it more integral to the pursuit of the company mission. Several initiatives have been put in place, including leveraging research suppliers to help implement this transformation. Some of the specific research areas most effective in supporting this evolution will be described. The department has moved from a traditional market research organization to one that is a proactive function that provides global consumer insights.