A study of market research information use by clients of market research providers

Abstract

The use of outsourced market research (MR) is poorly researched. Drawing from a systematic review of organisational learning literature, this paper proposes a seven-stage process of MR information use. It explores this framework using an exploratory study with three companies. Usage commences with acquisition of MR information, its subsequent transformation by the market research function, followed by dissemination among users who analyse and interpret this information. They apply these insights directly in marketing decisions or store the insights for future applications. Findings provide initial support for the proposed framework Users apply insights generated into shorter-term (instrumental) or longer-term (conceptual) use, and claim that others in their organisation apply MR information for symbolic purposes, including power- seeking and legitimising. This presents an opportunity for MR firms to exploit if they understand and can harness the group dynamics involved in their clients' use of MR information to address decision support needs.