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Market Research Executive Board. 2008 Member Survey. Resource and Organizational Benchmarks for the Research Function: Alpha Corporation Customized Benchmarking Report. Table of Contents. Letter of Introduction – ii Glossary of Terms and Definitions – iii Survey Participant Demographics – 2

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Presentation Transcript
slide1
Market Research Executive Board

2008 Member Survey

Resource and Organizational Benchmarks for the Research Function:Alpha Corporation Customized Benchmarking Report

slide2
Table of Contents

Letter of Introduction – ii

Glossary of Terms and Definitions – iii

Survey Participant Demographics – 2

Part I: Key Metrics - 4

Part II: Organizational Overview - 9

Part III: Detailed Benchmarks - 16

letter to alpha corporation market research team
Letter to Alpha Corporation Market Research Team

Market Research executives face pressure to sustain and extend Research’s contribution to the company in an environment of constrained resources and rising business partner expectations. These forces have created widespread interest in mechanisms for comparing and assessing organization structure, budgeting and staffing, and vendor/agency involvement.This customized report analyzes Alpha Corporation’s responses to the Board’s survey for fiscal year 2008 and evaluates Alpha Corporation relative to peers by business model, industry, company revenue band, budget size, and staff levels, as well as the aggregate results for all participating members. The report is divided into three major sections: - Key Metrics, page 4 - Organizational Overview, page 9 - Detailed Benchmarks, page 16We welcome any thoughts or comments on this study and its findings. The Board is available to discuss any of the content or facilitate additional conversation on the study. With appreciation for your continued support,Market Research Executive BoardWashington, DC

Caveats

For metrics with statistically insignificant benchmarking data, results are depicted as N/A (Not Applicable). Any metrics not presenting Alpha Corporation’s results are due to missing response(s) to the corresponding question(s).

ii

slide4
Glossary of Terms

Business Intelligence/Competitive Intelligence Research: Tracking and reporting on internal business performance and/or competitors’ business performance.

Centralized (organizational structure): All market research staff is located together and there is one market research budget.

Contractors: Non-exempt (i.e., hourly workers) or representatives from a third-party company that have been contracted to perform a specific service.

Data Mining/Analysis: Using large databases to find previously unknown relationships between products and customers.

Decentralized (organizational structure): Market research staff is co-located at line partner locations and the market research budget is divided among the different locations.

Hybrid (organizational structure): A combination of centralized and decentralized organizational structures. For example, staff is located together but the budget is divided among locations or staff is co-located at line partner locations but the budget is centralized.

Internal Staff: Exempt employees (i.e., receive company benefits, etc.).

Omnibus Research: Surveys conducted regularly by a research agency, but which can be sponsored by a number of clients who do not share the same data but who buy access to a survey and questions to meet their individual needs.

Other (vendor): A non-preferred vendor that is used on a project-by-project basis with no special affinity given towards them. They are selected based on cost or other efficiencies.

Preferred (vendor): A reduced set of vendors that have been selected based on certain established criteria.

Primary Research: Conducting research to collect new data to solve a marketing information need.

Project: A discrete research engagement with a clear beginning and end and a well defined pre-determined objective.

Syndicated Research: Studies in which the sponsoring research company defines the audience to be surveyed and the interval between studies and the questions to be asked. Clients share the same results and costs through a subscription service.

iii

slide5
Presentation Road Map

Survey Participant Demographics

Key Metrics

Organizational Overview

Detailed Benchmarks

1

slide6
Participant Profile

Respondents by Business Industry

Respondents by Company Revenue Size

B2B: 35

B2C: 35

B2C Indirect: 23

N = 92

N = 93

Respondents by Market Research Staff Size

Respondents by Market Research Budget Size

N = 92

N = 92

2

slide7
Presentation Road Map

Survey Participant Demographics

Key Metrics

Organizational Overview

Detailed Benchmarks

3

slide8
Key Metrics

Market Research Spend* as a Percentage of Company Revenue** Respondent Averages by All Respondents, Business Model, Industry, Company Revenue, Research Budget, and Staff Size

Market Research Spend as a Percentage of Company Revenue

0.13%

Business Model

Alpha Corporation

All Respondents

Industry

Revenue

Budget

Staff

B2B

Health Care Products/ Insurance

$1.5-$2.99B

Less than $1.5M

1-4 FTEs

N = 91

N = 35

N = 8

N = 18

N = 21

N = 28

*Market Research Spend defined as total spend on Research and G&A

**Company Revenue defined as total revenue of company or business unit that Research supports

4

slide9
Key Metrics

Market Research Spend* as a Percentage of Marketing Spend Respondent Averages by All Respondents, Business Model, Industry, Company Revenue, Research Budget, and Staff Size

Market Research Spend as a Percentage of Marketing Spend

4.95%

Business Model

Alpha Corporation

All Respondents

Industry

Revenue

Budget

Staff

B2B

Health Care Products/ Insurance

$1.5-$2.99B

Less than $1.5M

1-4 FTEs

N = 62

N = 25

N = 8

N = 13

N = 17

N = 20

*Market Research Spend defined as total spend on Research and G&A

5

slide10
Key Metrics

Market Research Projects per FTERespondent Averages by All Respondents, Business Model, Industry, Company Revenue, Research Budget, and Staff Size

Market Research Projects

9.8

Business Model

Alpha Corporation

All Respondents

Industry

Revenue

Budget

Staff

B2B

Health Care Products/ Insurance

$1.5-$2.99B

Less than $1.5M

1-4 FTEs

N = 87

N = 34

N = 8

N = 17

N = 22

N = 28

6

slide11
Key Metrics

Market Research Spend* per FTERespondent Averages by All Respondents, Business Model, Industry, Company Revenue, Research Budget, and Staff Size

Market Research Spend (USD)

$387,251

Business Model

Alpha Corporation

All Respondents

Industry

Revenue

Budget

Staff

B2B

Health Care Products/ Insurance

$1.5-$2.99B

Less than $1.5M

1-4 FTEs

N = 92

N = 35

N = 8

N = 18

N = 22

N = 29

*Market Research Spend defined as total spend on Research and G&A

7

slide12
Presentation Road Map

Survey Participant Demographics

Key Metrics

Organizational Overview

Detailed Benchmarks

8

organizational alignment current state and recent movement aggregate responses for all respondents
Organizational OverviewOrganizational Alignment Current State and Recent MovementAggregate Responses for All Respondents

Current Organizational Alignment

From Centralized

Alpha Corporation: Hybrid

N = 93

N = 21

From Hybrid

From Decentralized

N = 8

N = 16

Centralized Hybrid Decentralized

9

slide14
Organizational OverviewOrganizational Alignment Current State and Anticipated MovementAggregate Responses for All Respondents

Current Organizational Alignment

To Centralized

Alpha Corporation: Hybrid

N = 93

N = 93

To Hybrid

To Decentralized

N = 93

N = 93

Centralized Hybrid Decentralized

10

organizational alignment and geographic scope aggregate responses for all respondents
Organizational OverviewOrganizational Alignment and Geographic Scope Aggregate Responses for All Respondents

Alpha Corporation Geographic Scope – Regional Scope

Alpha Corporation Alignment – Hybrid

Centralized Hybrid Decentralized

Percent of Respondents

Local Scope

National Scope

Regional Scope

Global Scope

N = 8

N = 37

N = 8

N = 40

11

reporting structure aggregate responses for all respondents
Organizational OverviewReporting Structure Aggregate Responses for All Respondents

Department Reported Through

Reporting Levels to the CEO

Alpha Corporation– Strategy/Planning

Alpha Corporation– 2 Levels

1 Level

2 Levels

3 Levels

4 Levels or More

Marketing

Sales

Strategy/ Planning

Other*

N = 93

N = 93

*Other includes Business Development, Global Business Support, Customer Care/Client Experience, and Shared Services.

12

constituents served by market research aggregate responses for all respondents
Organizational OverviewConstituents Served by Market Research Aggregate Responses for All Respondents

 Indicates Alpha Corporation Selection

Percentage of Respondents

Alpha Corporation:

ü

ü

ü

ü

ü

Marketing

Finance

Sales

Other*

Strategy/Planning

NPD/Innovation/R&D

Corporate Communications/PR

CEO/General Manager/President

N = 93

*Other includes: Client/Customer Service, Corporate Governance, Investor Relations, Manufacturing, Product Divisions and Promotion.

13

services offered by market research aggregate responses for all respondents
Organizational OverviewServices Offered by Market Research Aggregate Responses for All Respondents

 Indicates Alpha Corporation Selection

Percent of Respondents

Alpha Corporation:

ü

ü

ü

ü

ü

ü

ü

ü

ü

ü

ü

ü

Other*

Forecasting

Market Analysis

Omnibus Research

Shopper Research

On-line Research

Primary Research

Syndicated Research

Quantitative Research

Qualitative Research

Data/Mining Analysis

Employee Satisfaction

Customer Satisfaction

Market Research Portal (online)

Market Research Library (offline)

Customer Contact Management

Corporate-Wide Knowledge Mgmt.

Business/Competitive Intelligence

N = 93

*Other includes: Ad Tracking, Best Practice Development, Brand Research, New Product Development/Concept Testing , Corporate Metric Tracking and Database Marketing.

14

slide19
Organizational Overview

Vendor Portfolio and Preferred Partnerships*Aggregate Responses for All Respondents

Other Preferred

Number of Vendors

6.0

5.0

5.0

6.5

4.9

2.5

Alpha Corporation

All Respondents

Alpha Corporation

All Respondents

Alpha Corporation

All Respondents

2008 Portfolio (expected)

2006 Portfolio

2008 Portfolio

N = 93

*“Preferred vendors” is defined as a reduced set of vendors that have been selected based on certain established criteria.

15

slide20
Presentation Road Map

Survey Participant Demographics

Key Metrics

Organizational Overview

Detailed Benchmarks

16

slide21
Detailed Benchmarks – Organizational Structure

Head of Market Research Internal Direct Reports to Head of Market Research All Remaining Internal Staff On-site Contractors

Average Staffing Levels* Respondent Averages by All Participants, Business Model, Industry, Company Revenue, Research Budget, and Staff Size

Number of Full-Time Employees

5.0

Alpha Corporation

All Respondents

Business Model

Industry

Revenue

Budget

Staff

Health Care Products/ Insurance

$1.5-$2.99B

Less than $1.5M

1-6 FTEs

B2B

N = 93

N = 35

N = 8

N = 18

N = 22

N = 29

*Includes internal staff and on-site contractors/consultants

17

slide22
Detailed Benchmarks – Organizational Structure

Centralized Hybrid Decentralized

Current Organizational Alignment Respondent Averages by All Participants, Business Model, Industry, Company Revenue, Research Budget, & Staff Size

Alpha Corporation= Hybrid

Percentage of Respondents

All Respondents

Business Model

Industry

Revenue

Budget

Staff

B2B

Health Care Products/ Insurance

$1.5-$2.99B

Less than $1.5M

1-6 FTEs

N = 93

N = 35

N = 8

N = 18

N = 22

N = 29

18

slide23
Detailed Benchmarks – Organizational Structure

Current Geographic Scope Respondent Averages by All Respondents, Business Model, Industry, Company Revenue, Research Budget, and Staff Size

Local National Regional Global

Alpha Corporation= Regional Scope

Percentage of Respondents

All Respondents

Business Model

Industry

Revenue

Budget

Staff

B2B

Health Care Products/ Insurance

$1.5-$2.99B

Less than $1.5M

1-4 FTEs

N = 93

N = 35

N = 8

N = 18

N = 22

N = 29

19

slide24
Detailed Benchmarks – Organizational Structure

None, Direct Report to the CEO/GM/President 1 Level 2 Levels 3 Levels 4 or More Levels

Reporting Levels Between the Head of Research and the CEORespondent Averages by All Respondents, Business Model, Industry, Company Revenue, Research Budget, and Staff Size

Alpha Corporation= 2 Levels

Percentage of Respondents

All Respondents

Business Model

Industry

Revenue

Budget

Staff

B2B

Health Care Products/ Insurance

$1.5-$2.99B

Less than $1.5M

1-6 FTEs

N = 93

N = 35

N = 8

N = 18

N = 22

N = 29

20

slide25
Detailed Benchmarks – Organizational Structure

Direct Line Reporting for Research Functions Respondent Averages by All Respondents, Business Model, Industry, Company Revenue, Research Budget, and Staff Size

Alpha Corporation= Marketing

Marketing Sales Strategy/Planning Other*

Percentage of Respondents

All Respondents

Business Model

Industry

Revenue

Budget

Staff

B2B

Health Care Products/ Insurance

$1.5-$2.99B

Less than $1.5M

1-6 FTEs

N = 93

N = 35

N = 8

N = 18

N = 22

N = 29

*Other includes Business Development, Global Business Support, Customer Care/Client Experience, and Shared Services.

21

constituents served by market research respondent averages by business model b2b
Detailed Benchmarks – Organizational StructureConstituents Served by Market ResearchRespondent Averages by Business Model: B2B

 Indicates Alpha Corporation Selection

Percentage of B2B Respondents

Alpha Corporation:

ü

ü

ü

ü

ü

Marketing

Finance

Sales

Other*

Strategy/Planning

NPD/Innovation/R&D

Corporate Communications/PR

CEO/General Manager/President

N = 35

*Other includes: Client/Customer Service, Corporate Governance, Investor Relations, Manufacturing, Product Divisions and Promotion.

22

slide27
Detailed Benchmarks – Organizational StructureConstituents Served by Market ResearchRespondent Averages by Industry: Health Care Products/ Insurance

 Indicates Alpha Corporation Selection

Percentage of Health Care Products/ Insurance Respondents

Alpha Corporation:

ü

ü

ü

ü

ü

Marketing

Finance

Sales

Other*

Strategy/Planning

NPD/Innovation/R&D

Corporate Communications/PR

CEO/General Manager/President

N = 8

*Other includes: Client/Customer Service, Corporate Governance, Investor Relations, Manufacturing, Product Divisions and Promotion.

23

constituents served by market research respondent averages by company revenue 1 5 2 99b
Detailed Benchmarks – Organizational StructureConstituents Served by Market ResearchRespondent Averages by Company Revenue: $1.5-$2.99B

 Indicates Alpha Corporation Selection

Percentage of $1.5-$2.99B Respondents

Alpha Corporation:

ü

ü

ü

ü

ü

Marketing

Finance

Sales

Other*

Strategy/Planning

NPD/Innovation/R&D

Corporate Communications/PR

CEO/General Manager/President

N = 18

*Other includes: Client/Customer Service, Corporate Governance, Investor Relations, Manufacturing, Product Divisions and Promotion.

24

slide29
Detailed Benchmarks – Organizational StructureConstituents Served by Market ResearchRespondent Averages by Market Research Budget Size: Less than $3.5M

 Indicates Alpha Corporation Selection

Percentage of Less than $3.5M Respondents

Alpha Corporation:

ü

ü

ü

ü

ü

Marketing

Finance

Sales

Other*

Strategy/Planning

NPD/Innovation/R&D

Corporate Communications/PR

CEO/General Manager/President

N = 22

*Other includes: Client/Customer Service, Corporate Governance, Investor Relations, Manufacturing, Product Divisions and Promotion.

25

constituents served by market research respondent averages by staff size 1 6 ftes
Detailed Benchmarks – Organizational StructureConstituents Served by Market ResearchRespondent Averages by Staff Size: 1-6 FTEs

 Indicates Alpha Corporation Selection

Percentage of 1-6 FTEs Respondents

Alpha Corporation:

ü

ü

ü

ü

ü

Marketing

Finance

Sales

Other*

Strategy/Planning

NPD/Innovation/R&D

Corporate Communications/PR

CEO/General Manager/President

N = 29

*Other includes: Client/Customer Service, Corporate Governance, Investor Relations, Manufacturing, Product Divisions and Promotion.

26

services offered by market research respondent averages by business model b2b
Detailed Benchmarks – Organizational StructureServices Offered by Market ResearchRespondent Averages by Business Model: B2B

 Indicates Alpha Corporation Selection

Percentage of B2B Respondents

Alpha Corporation:

ü

ü

ü

ü

ü

ü

ü

ü

ü

ü

ü

ü

Other*

Forecasting

Market Analysis

Primary Research

Omnibus Research

Syndicated Research

Quantitative Research

Qualitative Research

On-line Research

Shopper Research

Data/Mining Analysis

Employee Satisfaction

Customer Satisfaction

Market Research Portal (online)

Market Research Library (offline)

Business/Competitive Intelligence

Customer Contact Management

Corporate-Wide Knowledge Mgmt.

N = 35

*Other includes: Ad Tracking, Best Practice Development, Brand Research, Product Development/Concept Testing , Corporate Metric Tracking and Database Marketing.

27

services offered by market research respondent averages by industry health care products insurance
Detailed Benchmarks – Organizational StructureServices Offered by Market ResearchRespondent Averages by Industry: Health Care Products/ Insurance

 Indicates Alpha Corporation Selection

Percentage of Health Care Products/ Insurance Respondents

Alpha Corporation:

ü

ü

ü

ü

ü

ü

ü

ü

ü

ü

ü

ü

Other*

Forecasting

Market Analysis

Primary Research

Omnibus Research

Syndicated Research

Quantitative Research

Qualitative Research

On-line Research

Shopper Research

Data/Mining Analysis

Employee Satisfaction

Customer Satisfaction

Market Research Portal (online)

Market Research Library (offline)

Business/Competitive Intelligence

Customer Contact Management

Corporate-Wide Knowledge Mgmt.

N = 8

*Other includes: Ad Tracking, Best Practice Development, Brand Research, Product Development/Concept Testing , Corporate Metric Tracking and Database Marketing.

28

services offered by market research respondent averages by company revenue 1 5 2 99b
Detailed Benchmarks – Organizational StructureServices Offered by Market ResearchRespondent Averages by Company Revenue: $1.5-$2.99B

 Indicates Alpha Corporation Selection

Percentage of $1.5-$2.99B Respondents

Alpha Corporation:

ü

ü

ü

ü

ü

ü

ü

ü

ü

ü

ü

ü

Other*

Forecasting

Market Analysis

Primary Research

Omnibus Research

Syndicated Research

Quantitative Research

Qualitative Research

On-line Research

Shopper Research

Data/Mining Analysis

Employee Satisfaction

Customer Satisfaction

Market Research Portal (online)

Market Research Library (offline)

Business/Competitive Intelligence

Customer Contact Management

Corporate-Wide Knowledge Mgmt.

N = 18

*Other includes: Ad Tracking, Best Practice Development, Brand Research, Product Development/Concept Testing , Corporate Metric Tracking and Database Marketing.

29

slide34
Detailed Benchmarks – Organizational StructureServices Offered by Market ResearchRespondent Averages by Market Research Budget Size: Less than $3.5M

 Indicates Alpha Corporation Selection

Percentage of Less than $3.5M Respondents

Alpha Corporation:

ü

ü

ü

ü

ü

ü

ü

ü

ü

ü

ü

ü

Other*

Forecasting

Market Analysis

Primary Research

Omnibus Research

Syndicated Research

Quantitative Research

Qualitative Research

On-line Research

Shopper Research

Data/Mining Analysis

Employee Satisfaction

Customer Satisfaction

Market Research Portal (online)

Market Research Library (offline)

Business/Competitive Intelligence

Customer Contact Management

Corporate-Wide Knowledge Mgmt.

N = 22

*Other includes: Ad Tracking, Best Practice Development, Brand Research, Product Development/Concept Testing , Corporate Metric Tracking and Database Marketing.

30

services offered by market research respondent averages by staff size 1 6 ftes
Detailed Benchmarks – Organizational StructureServices Offered by Market ResearchRespondent Averages by Staff Size: 1-6 FTEs

 Indicates Alpha Corporation Selection

Percentage of 1-6 FTEs Respondents

Alpha Corporation:

ü

ü

ü

ü

ü

ü

ü

ü

ü

ü

ü

ü

Other*

Forecasting

Market Analysis

Primary Research

Omnibus Research

Syndicated Research

Quantitative Research

Qualitative Research

On-line Research

Shopper Research

Data/Mining Analysis

Employee Satisfaction

Customer Satisfaction

Market Research Portal (online)

Market Research Library (offline)

Business/Competitive Intelligence

Customer Contact Management

Corporate-Wide Knowledge Mgmt.

N = 29

*Other includes: Ad Tracking, Best Practice Development, Brand Research, Product Development/Concept Testing , Corporate Metric Tracking and Database Marketing.

31

slide36
Detailed Benchmarks – Research Budget

Research Budget G&A Budget*

Overall Budget BreakdownRespondent Averages by All Respondents, Business Model, Industry, Company Revenue, Research Budget, and Staff Size

Budget Amount (in Thousands of USD)

$1,750

Business Model

Alpha Corporation

All Respondents

Industry

Revenue

Budget

Staff

$1,750

B2B

Health Care Products/ Insurance

$1.5-$2.99B

Less than $3.5M

1-6FTEs

N = 92

N = 35

N = 8

N = 18

N = 22

N = 29

*G&A expenses include staff salaries, personnel and travel expenses, other corporate overhead

32

slide37
Detailed Benchmarks – Research Budget

Research-Owned Line-Partner Owned Hybrid

Research Budget OwnershipRespondent Averages by All Respondents, Business Model, Industry, Company Revenue, Research Budget, and Staff Size

Percentage of Respondents

All Respondents

Business Model

Industry

Revenue

Budget

Staff

Health Care Products/ Insurance

$1.5-$2.99B

Less than $3.5M

1-6 FTEs

B2B

N = 93

N = 35

N = 8

N = 18

N = 22

N = 29

33

slide38
Detailed Benchmarks – Research Portfolio

Budget Allocation by Research Category Respondent Averages by All Participants, Business Model, Industry, Company Revenue, Research Budget, and Staff Size

Other*

Organizational/ Performance

Business Intelligence/ Competitive Intelligence

In-Market Tracking and Performance

Percentage of Budget

Communication

Product

Strategic

Business Model

Alpha Corporation

All Respondents

Industry

Revenue

Budget

Staff

B2B

Health Care Products/ Insurance

$1.5-$2.99B

Less than $3.5M

1-3 FTEs

N = 93

N = 35

N = 8

N = 18

N = 22

N = 29

*Other includes: Sales Support, Benchmarking, Product Development and Customer/Shopper Insights,

34

slide39
Detailed Benchmarks – Research Portfolio

Project Allocation by Research Category Respondent Averages by All Respondents, Business Model, Industry, Company Revenue, Research Budget, and Staff Size

Other*

Organizational/ Performance

Business Intelligence/ Competitive Intelligence

In-Market Tracking and Performance

Percentage of Projects

Communication

Product

Strategic

Business Model

Alpha Corporation

All Respondents

Industry

Revenue

Budget

Staff

B2B

Health Care Products/ Insurance

$1.5-$2.99B

Less than $3.5M

1-6 FTEs

N = 93

N = 35

N = 8

N = 18

N = 22

N = 29

36

slide40
Detailed Benchmarks – VendorsVendor Spend Respondent Averages by All Respondents, Business Model, Industry, Company Revenue, Research Budget, and Staff Size

Vendor Spend (in Thousands of USD)

$1,250

Business Model

Alpha Corporation

All Respondents

Industry

Revenue

Budget

Staff

B2B

Health Care Products/ Insurance

$1.5-$2.99B

Less than $3.5M

1-6 FTEs

N = 92

N = 35

N = 8

N = 18

N = 22

N = 29

37

slide41
Detailed Benchmarks – Vendors

2006 2008 2008 (expected)

12.5

9.9

7.5

Business Model

Alpha Corporation

All Respondents

Industry

Revenue

Budget

Staff

B2B

Health Care Products/ Insurance

$1.5-$2.99B

Less than $3.5M

1-6 FTEs

N = 93

N = 35

N = 8

N = 18

N = 22

N = 29

Vendor PortfolioRespondent Averages by All Respondents, Business Model, Industry, Company Revenue, Research Budget, and Staff Size

Number of Vendors

38

slide42
Market Research Executive Board Staff

Managing Consultant

Chad Mulvany

Practice Manager

Scott Christofferson

Central Data Analysis and Tools Staff

Lead Analyst

Elizabeth Belk

Project Manager

Ann Vu

Market Research Executive Board

1919 North Lynn Street Arlington, VA 22209Telephone: 571-303-3000Facsimile: 571-303-3100

Victoria House

Fourth Floor

37–63 Southampton Row

Bloomsbury Square

London WC1B 4DR

United Kingdom

Telephone: +44-(0)20-7632-6000

Facsimile: +44-(0)20-7632-6001

www.mreb.executiveboard.com

43

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