About Client
A large product group within a Fortune 500 firm recognized the need for a structured approach to market research to support strategic decision-making for a major brand launch; research typically was conducted independently by different departments, leading to redundancies and a lack of centralized insights.
Establishing a Research PMO (RPMO)
A team of stakeholders were established across cross functional departments including Marketing, Product Development, Sales, and Customer Experience. This ensured diverse perspectives and comprehensive coverage of the organization’s research needs. Stakeholders were kept informed of key research demographics and objectives.
Prioritizing Research Projects
The RPMO developed a systematic framework to assess and prioritize research projects. The framework considered factors such as strategic alignment, potential impact, feasibility, and resource requirements. By involving key stakeholders in the prioritization process, the RPMO ensured that projects with broader applicability and relevance across departments were given higher priority.
Key Strategies Implemented
Data Collection & Storage
The RPMO implemented a centralized research repository, leveraging digital tools and platforms warehousing raw and summarized data. Research data from various sources, including primary and secondary research, surveys, focus groups, and market intelligence reports were collected, organized and stored in a structured manner.
Cross-Referencing and Knowledge Sharing
The central research repository facilitated cross-referencing of data across different research projects. This allowed stakeholders to access and analyze existing insights, avoiding duplication of efforts. The RPMO also established mechanisms, such as regular knowledge-sharing sessions and interactive workshops, to disseminate research findings and encourage collaboration among departments.
Impact
Strategic Decision Making
The actionable findings empowered stakeholders to make informed choices, leading to improved market positioning, optimized product development, and effective customer engagement strategies.
Resource Optimization
By focusing on projects with wider applicability, the organization avoided redundant research efforts and optimized the utilization of time, budget, and personnel.
Knowledge Management
Cross-referencing research further promoted learning and innovation, as insights from one project could be applied to another, creating synergies and efficiency gains.
