The Production Manager who wants to know how well the service provided is being received and how it compares with the competitors. The marketing department who want to know everything from the size and shape of the market now and in the future to just how successful the latest campaign has proved to be. The service department who need to understand the acceptance of, and level of satisfaction with, their maintenance provision. Reconnaissance is indispensable to any strategist, not just the military. The right information gives the best possible advantage.
Market research is relevant to everyone and provides a firm basis for decisions.
A little thought can save a lot of time and money. The stereotypes of market research users are now fading as managers begin to realise that we can and must all take advantage of it to 'win' business success. However, we probably all know a few of the characters who are traditionally associated with market research but have not discovered how to use it as the winning edge. You will probably recognise some of them in the following light hearted look at some different approaches to market research. However, the reference material it contains is literally encyclopaedic and only for the brave of heart.