Abstract:

Competition among businesses is becoming fiercer and the stakes are getting higher. This competition has been accentuated by fewer barriers to entry for new competitors, increasingly thinner margins for many companies, and the increased reliance on information to better manage and grow the business. It is these elements that are changing the operating paradigm for market research companies and that highlight the importance of integration of the market research supplier into the client's team. This paper illustrates how, by integrating the research supplier into the Marketing team, both the client and the supplier can better understand the business and its needs. This adds value to the client and increases the efficacy of the researchers from both the client and supplier teams.