GreenBook presents a unique resource for actual buyers and users of custom market research; those who hire and manage market research agencies and are seeking to optimize the process, minimize the risk, and improve the actionability of end results.

You will find this a useful resource if you are in any of the following situations:

• You have never done custom market research before, and you've been tasked with hiring and managing a research agency for the first time.


• You have managed one or two projects with market research agency partners, but the results were not embraced by your internal stakeholders.


• You have previously hired market research agencies and been dissatisfied with the results.

Intro: Maximize Success: Know The Risks
     Understanding Market Research Challenges

Chapter 1: Know Your Goals
     Planning Your Market Research Project
     Defining Appropriate Goals For Your Market Research Project
     Practical Market Research Planning Considerations
     Questionnaire Design Risks: The Challenge of Staying Focused
     Defining Project Goals Through Questionnaire Real Estate

Chapter 2: Defining Your Project's Scope
     Project Scope: Product Concept Testing and Message Testing
     Project Scope: Market Segmentation
     Project Scope: Customer Loyalty and Win-Loss Research
     Project Scope: Brand Awareness and Needs Discovery
     Revealing Sponsorship of Your Market Research Project
     Planning For Your Target Population: B2B or B2C?

Chapter 3: Considering Internal Audience
     Understanding Your Internal Audience: Research Receptiveness
     Dealing With Hard-Core Market Research Skeptics

Chapter 4: Leveraging Existing Research
     Leverage Existing Research

Chapter 5: Planning Your Agency Relationship
     Building a Relationship With Your Agency
     Hiring a Market Research Agency: Managing Your Budget

Chapter 6: RFIs and RFPs
     The Benefits of RFIs
     The RFP: Finding Great Research Partners
     A Few Helpful Reminders on RFPs

Chapter 7: Market Research Agency Selection
     Tips For Reading Market Research Proposals
     Checking Agency References and Follow-Up
     How to Check Market Research Agency Credentials
     Choosing the Right Market Research Agency

Chapter 8: Managing the Agency
     Project Management Planning
     Keeping Your Market Research Project On Track

Chapter 9: A Successful Presentation
     Planning Your Market Research Deliverables
     Planning a Great Presentation of Research Results
     Presentation Tactics and Options