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

Looking to boost your research team's impact while cutting down on administrative overload?

Market and User Research Operations is a practical, detailed guide designed for mid-career research managers and professionals aiming to optimize processes and deliver consistent, high-quality insights. As customer expectations rise, this book helps you build credibility by applying proven strategies and frameworks that scale your research function effectively.

You'll learn how to:

- Develop repeatable, reusable insights using proven operational principles
- Implement governance and planning models for on-time, on-budget delivery
- Select and optimize tools and platforms tailored to your team's needs
- Manage participant recruitment ethically and efficiently
- Apply AI and democratize research to meet evolving business demands

Filled with real-world examples and actionable tools, this book empowers you to streamline workflows, improve research quality and create greater business value.

Themes include: Research operations, process optimization, AI in research, Governance, stakeholder value

Autoren/Hrsg.

Marsh, Stephanie

Fachgebiete

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

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.