Beyond the Research Repository

Using Next Generation Web Technology to Maximize the Return From Your Market Research Investment

Chris Forbes
Insight Marketing Systems, Australia

Daryl Maloney McCall
Insight Marketing Systems, Australia

INTRODUCTION

Over the last three to five years, leading market research departments within client organisations have begun using web technology to introduce on-line research libraries (or portals) to store and provide access to their organization’s market research knowledge.

The most common drivers for the adoption of such research portals have been the desire to:

  1. Lift the use of market research within the client organization,

  2. Reduce user information requests through “self-serve” document search capabilities, thereby reducing research administration,