Gartner Research

Prioritize Research Requests Based on Potential Business Impact (John Deere)

Published: 31 October 2013

ID: G00341239

Analyst(s): Market Insights and Analytics Research Team

Summary

Market Insights receives research requests from business partners that are often not part of the annual research and strategic planning process. However, these proposals might be significant drivers of growth. In order to determine the real value of the project, Deere and Co. created a research request evaluation scorecard that is filled out jointly by Insights and business partners. The scorecard proxies for insight readiness and return on investment for the research and is used by Market Insights to accept, reject, or escalate requests from business partners. This case profiles how Market Insights can create and use a simple scorecard that proxies for insight readiness and impact of the research, and rank research requests and initiate conversations with business partners on low scoring projects.

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