Gartner Research

Tool: How to Define a Market Research Project

Published: 09 May 2015

ID: G00341132

Analyst(s): Marketing Research Team


Successful partnership between Marketing and Market Research requires effective articulation of the business challenges that Marketing needs Research to address. This tool outlines a three-step process and provides templates to assist Marketers in defining a business challenge to Research, including: identifying the domain where in which to generate insights to support strategic objectives; narrowing down specific areas that lack insights; and articulating the specific business questions to be researched.

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