Marsh Market and User Research Operations

Operationalize Customer Research for Scale and Impact
1. Auflage 2025
ISBN: 978-1-3986-2051-3
Verlag: Kogan Page
Format: EPUB
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 312 Seiten, Web PDF

Research Operations is a reasonably new field but one that offers businesses huge opportunities to produce more high-quality customer insights by reducing the administrative toll on research departments, freeing up resource to deliver more value.

With customers demanding more personalization of experiences, fully understanding the consumer and their experience of your brand or product has never been more important. This, in turn, is increasing the demand for more, higher quality customer insights, and as a result, research teams are under more pressure than ever. However, many companies don't yet fully understand how they can operationalize their research in order to scale consistent and robust research practices, enabling their teams to create more impactful research outcomes that deliver the much needed value to key stakeholders.

This is a practical guide on what exactly research operations is and how it can benefit your research by streamlining your administration so the research team can focus on delivering more impactful insights with more frequency on time and to budget. This guide takes mid-career professionals through how you can reduce waste by increasing the capability of reusing past research and minimizing the potential for doing unnecessary research, how to plan your research to ensure the best outcome and how to choose the best tools for your research and business needs. It covers the incredibly practical, from considerations of GDPR, how to recruit participants and how to set up research projects so they run smoothly, as well as providing insight into how AI can be used as part of the research process, how to democratize research and how to adapt to changing needs and requirements.

Autoren/Hrsg.

Marsh, Stephanie

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Unternehmensforschung
• Wirtschaftswissenschaften Betriebswirtschaft Management Forschung & Entwicklung (F&E), Innovation
• Wirtschaftswissenschaften Betriebswirtschaft Marktforschung

Inhaltsverzeichnis

Section - ONE: Managing infrastructure and the research process; Chapter - 01: Defining research operations; Chapter - 02: Laying the foundations for successful research processes and practices; Chapter - 03: Data compliance in research operations; Chapter - 04: How to recruit participants - models for best practice; Chapter - 05: How to manage data, information and knowledge; Chapter - 06: Supporting and managing the research process; Section - TWO: People; Chapter - 07: Recruiting researchers; Chapter - 08: Recruiting the research operations team; Chapter - 09: Supporting research and operations learning Section - THREE: Advanced operations; Chapter - 10: How to use AI as part of the research process; Chapter - 11: Metrics for research and research operations; Chapter - 12: How to adapt to changing needs and requirements; Chapter - 13: Concluding thoughts;

Über Autor(innen)

Marsh, Stephanie
Stephanie Marsh (she/they) is a leading expert in UX Research and UX Research Operations based in the UK. As the former Head of User Research and Analysis at the UK Government Digital Service and Head of Digital at the UK Ministry of Defence, they have played a pivotal role in advancing digital innovation within the public sector. Previously a Bunnyfoot consultant, one of the UK's leading UX consultancies, Stephanie has applied their expertise to enhance user experiences across diverse industries. As a respected thought leader, she has contributed to peer-reviewed publications and shared insights through speaking engagements at conferences and industry events.