Connecting market research with shareholder value

Abstract

Market research plays an increasingly important role in today's companies. The benefits of research are added to, not only the marketing function, but also the finance department. It is clear that the importance of market research will influence finance controllers and, as the benefits are further identified, the finance department may potentially direct future market research. The added value of market research is identified by the high performance of companies utilising such research and the increasing shareholder value reflecting a true representation of the brand.