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When you spend $20 million a year on market research to help you better understand your customers, your industry, and your competitors, you expect that research to help make better business decisions throughout the company in every marketing, sales, and product development department. These were exactly the expectations of one of America’s largest telecommunications service providers. But while the industry giant did indeed command a major share of the nation’s telecom market, it felt it wasn’t getting a proper return on its sizeable market research investment. Relevant market research wasn’t being found, shared, disseminated, and – most importantly – used.
For many years, the telecommunications leader conducted and cataloged its market research without a centralized single point of access. Marketing professionals had subscriptions to many third-party research sources, but they had to visit each research supplier’s website separately and conduct multiple searches, which was time consuming and painful. The company also tasked employees with digging up internal documents and reports as needed to forecast market conditions, and trying to remember “Didn’t Mary Smith do that study last year” was hit or miss. Discoveries made by one researcher weren’t automatically available to any other. Information became siloed, and the pace of innovation wound down.

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