From the dusted drawer to the top of the pile: How market research agencies share their findings

Jasper Melchers, Julia Görnandt, Iris van Loon and Joey Ophof

This paper investigates how market research findings are typically shared by research agencies and their clients, and explores new ways of sharing these results for high impact within - and integration into - a client’s business.

Introduction

Synergy, forward integration, intracompany virality, leveraging the impact - market research today is full of buzzwords. Every company wants it and every agency says they can provide it. Reality is that only two out of three research users share results internally, although four out of five consider the outcomes actionable and readily usable for their marketing teams.1)

Even though market research has been here for ages, there are still gaps especially in the way study results are presented and used, having a negative effect on its effectivity and impact in terms of landing the insights within companies.

But...

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