Summary
Walmart, and its Sam's Club wholesale arm, are two of America's largest retailers. Tapping consumer insights in an enterprise of that scale presents a significant challenge, which the two organisations have sought to achieve through ensuring buy-in at senior level, creating insights that empower their target audience, and emphasising practicality to ensure the findings of research can be applied and make a measurable difference.

Summary
In this article, Lori Kneisler, General Motors' market research manager, reveals how the automaker is embedding the voice of the customer throughout its organisation. One essential aspect of this idea is ensuring that researchers are fully aware of the context in which vehicle design decisions are made, while another is making sure that engineers are fully versed in the insights gleaned from GM's diverse research efforts, thus facilitating a truly integrated approach.

Summary
In her editorial, Louise Cretton argues in favour of procurement in the area of market research, which at present is in its infancy. Procurement professionals are focused on two main targets: managing cost/value to the business and establishing an appropriate roster of agencies to meet business information needs. Cretton expects that procurement will only grow in influence and encourages agencies to learn to be more effective in commercial engagement.

Summary
This paper provides a step-by-step guide to designing a research study. The seven-step process will help readers take full advantage of the data from properly conducted market research.