Research Topics:

The Business of Research

Content Type:

Glossary

Decentralized Research Function Definition

An organizational structure which spreads marketing researchers throughout an organization instead of locating them together in a single department.

The decentralized research function refers to an organizational structure that positions marketing researchers throughout an organization, instead of locating them together in a single department. The structure distributes research tasks, responsibilities and decision making across various teams or individuals, instead of having a central research team. This ensures that various departments or individuals conduct and analyze research, thus offering a more diverse and dynamic approach to collecting insights. This approach encourages collaboration while bridging gaps in communication and knowledge sharing. What’s more, this can result in a more comprehensive understanding of customer needs, preferences and pain points.

Who relies on the decentralized research function?

In many cases, the decentralized research function is used by organizations that value crossfunctional collaboration, as well as involvement in marketing activities from employees in product development, sales and customer support. This business structure benefits companies with multiple products or services and those operating in fast-paced, competitive markets.

Why should I care about the decentralized research function?

The decentralized research function model taps into the expertise of research-mine employees throughout separate departments of a company. This approach facilitates quicker adaptation to market changes and allows for more agile adjustments to marketing strategies based on real-time insights. What’s more, it promotes a sense of ownership and engagement among employees.