division’s experts not only supply research data, they also
help shape surveys to answer precise questions and identify
the traps that are often hidden within surveys. One
challenge for the Market Intelligence people is to clearly
communicate their conclusions to the Company’s decision-
makers. If only their peers are able to understand the data
they produce, their efforts and the data itself serve no
purpose. In addition, this division is challenged to
standardize and extend best practices globally, while
maintaining a regional focus when appropriate.