Getting research noticed at the corporate top table. Putting research assets in a client portal can help research to move from a reactive to a strategic role

Daryl Maloney McCall, Jonathan Rabson and Ioannis (John) Dimopoulos

This paper presents a case study highlighting the rationale for and benefits achieved by the implementation of a client side, state-of-the-art market research department portal.

Getting Research Noticed at the Corporate Top Table

Putting Research Assets in a Client Portal can Help Research Move from a Reactive to a Strategic Role

Ioannis (John) DimopoulosGlobal Director Market Research, Reckitt Benckiser plc, United Kingdom

Jonathan RabsonE-Tabs, United Kingdom

Daryl Maloney McCallInsight Marketing Systems, Australia

INTRODUCTION

Over recent years, a great deal of research industry discussion has focused on the concern that research is being under-utilized at the corporate top table by decision makers, and that researchers' advice is not being sought at a senior strategic level.

This paper provides a case study overview of...

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