Our sister program for Human Resources executives found that almost 80% of organizations believe that improving collaboration is critical to helping them achieve their business outcomes. Collaboration certainly plays a large role in MREB’s recent research initiative, Driving Decision Quality Through Multi-Source Synthesis. How does Market Research best facilitate and motivate cooperation with other organizational data owners?
Our full study contains several case studies on more formal ways to get Researchers to work together and seek out diverse sources, but it’s important not to forget the human element—people in any work environment are more likely to cooperate with colleagues they know (and like). Exposure to other data owners and their work forges relationships that make future collaboration more likely.
One way to do this is by taking advantage of any rotational or shadowing programs sponsored by your organization’s HR department. MREB Members, Eli Lilly has some great tips on how to make a rotational program successful for Market Research – what to offer, whom to target, and where to focus.
It wouldn’t make sense to place an exchange employee in a highly technical research role, so Lilly places exchange staff in Consultant roles, similar to the Motorola Mobility position in Break the Cost-Impact Trade-Off. In these roles, staff act as a bridge between Research and the business lines, and Research has a great opportunity to focus on strategic projects that might have just missed the cut in their annual planning process.
If you want to encourage multi-source integration, don’t undervalue the importance of relationships in organizational behavioral change.