Helping marketing research earn a seat at the table for decision‐making : An assessment and prescription for the future

Purpose – The purpose of this paper is to help marketing research “earn a seat at the table” where managers and researchers make decisions. Design/methodology/approach – The paper describes approaches that can lead to the integration of marketing research with marketing decision making. Findings – Marketing research needs to earn a seat at the table for decision making in most firms today. Over the years, a back‐office, order‐taker mentality has beset too many marketing researchers. As a result, the voice of the customer – what researchers should be bringing to managers' decision making – is simply not heard. Originality/value – In speaking to researchers and managers, the authors offer an improved conceptual structure for understanding the value of information and offer guidelines that will help marketing research's integration into improved management decision making.