A summary of responses received for this Peer2Peer inquiry is available below.
How is marketing research managed in global companies—globally, regionally, locally? What are some strategies for managing this category? Do you tend to use a global provider in most regions across business units? We are a consumer product company with multiple business units. With multiple business units come many challenges especially in services. What are some trends to better manage marketing research for both efficiencies as well as cost savings?