Development of a B2B market research department and employee training

Requirements

Not every company wants to obtain market data acquisition and strategy determination exclusively through external support. In this specific case, a customer wants to set up its own department for market research and competitive intelligence, and only sporadically give projects to external companies. Since the company's knowledge of establishing such a department are limited, DTO, as an external entity, should develop the department structurally and pointedly train and prepare the employees for future project projects such as competition analyses, market analyses, etc.

DTO Research approach and procedure

In a workshop, the information needs of the company were identified, and the foundational integration into the company's existing structure was developed. In this case, a staff position was set up to work with other divisions and to provide various reports continuously. The processes and interfaces were defined collectively with the area managers, and a communication structure was established. In a second step, an employee training (3 days) with all relevant divisions took place. Here, the most common methods and structures in B2B market research were explained and deepened through concrete examples and exercises.

Results

The company is now capable of covering the majority of its necessary information needs with its own resources. Employees are familiar with the most common and most important market research methods. However, they now also know exactly when it is necessary to draw from external professional resources. The systematic application of market, competition and customer information is now integrated into their business processes and provides the company with an enormous competitive advantage.