BOSTON CONSULTING GROUP REPORT: THE CONSUMER'S VOICE - CAN YOUR COMPANY HEAR IT?

Just made it through the Boston Consulting Group's fairly epic report on the state of play in consumer research, in which they talk to 40 global companies about their research processes. Interesting to read the main complaints and frustrations with research from those who commission the stuff.

• Data overload - easy to understand when data is bandied around in a fairly indiscriminating fashion at many organisations.
• Lack of integration - again, easy to understand when so much commissioned research fails to fully plug in to business needs
• Reactive, tactical approaches - as in, lots of research projects get commissioned around specific needs and challenges but not much is done to join up all the findings
• Lack of prioritisation - still not sufficient focus on the consumer

What's good to see from this study is the extent to which companies, having identified these issues, are striving to overcome them, with 74% of those surveyed agreeing or strongly agreeing that research puts their comany on a faster growth trajectory.

Many of the companies surveyed are working to change the role of the research department within their organisations - essentially to offer them scope for a more strategic influence rather than that of the tactical and of the tester.

Download the report here