GRBN commissions study to measure business impact of research

GLOBAL – The Global Research Business Network (GRBN) is conducting research to measure the business impact of insight teams within client organisations. 

tset

The research, conducted by consultancy Cambiar and aided by Jibunu, uses a maturity model to understand the evolution of insight.

MRS, Insights Association and The Research Society are supporting the research.

Boston Consulting Group (BCG) developed the initial insights business maturity model in 2008 and updated it in conjunction with Cambiar and Yale University in 2015. 

Following the 2015 research, which found that 20% of companies sampled had insights functions operating at the higher end of the model (qualifying them as "strategic partners" or "sources of competitive advantage"), BCG and GRBN partnered to make available an online self-assessment model. 

This year’s study, commissioned by GRBN, uses this tool as its core base for benchmarking the progress made since 2015. 

The survey generates a company maturity score by interviewing people in three categories: consumer insights managers and professionals; business partners and stakeholders of consumer insights; and senior management. 

“In this way, we can obtain a rounded view of the perceived impact of consumer insights within any particular company,” said Simon Chadwick, managing partner at Cambiar. “Without multiple responses from these three constituencies, we cannot report back to a company on the maturity of their insight function and we cannot include that company in the overall computation of the model itself.”

Each national member association is sending out survey invite links to corporate members, inviting them to participate and then pass it on to colleagues, business partners and senior management.

Outcomes of the research will include a global model report and individual company feedback in terms of maturity level and key maturity drivers.

Jane Frost, chief executive, the Market Research Society, said: “An appreciation for the importance of evidence is at the heart of our sector and this of course extends to how we demonstrate the value which insights deliver for organisations. GRBN’s research will help to underscore the impact that insight professionals and teams have on business performance and how we can continue to solidify our role in driving better decisions in the boardroom.”

We hope you enjoyed this article.
Research Live is published by MRS.

The Market Research Society (MRS) exists to promote and protect the research sector, showcasing how research delivers impact for businesses and government.

Members of MRS enjoy many benefits including tailoured policy guidance, discounts on training and conferences, and access to member-only content.

For example, there's an archive of winning case studies from over a decade of MRS Awards.

Find out more about the benefits of joining MRS here.

0 Comments

Display name

Email

Join the discussion

Newsletter
Stay connected with the latest insights and trends...
Sign Up
Latest From MRS

Our latest training courses

Our new 2025 training programme is now launched as part of the development offered within the MRS Global Insight Academy

See all training

Specialist conferences

Our one-day conferences cover topics including CX and UX, Semiotics, B2B, Finance, AI and Leaders' Forums.

See all conferences

MRS reports on AI

MRS has published a three-part series on how generative AI is impacting the research sector, including synthetic respondents and challenges to adoption.

See the reports

Progress faster...
with MRS 
membership

Mentoring

CPD/recognition

Webinars

Codeline

Discounts