Our research involved a review of 25 years of research (a meta analysis) conducted by Academic institutions from around the world.
This included reviewing every relevant piece of research conducted in the area of market orientation, corporate culture, customer focus and customer centricity (163 Research Papers in total).
MarketCulture’s research team (6 of us including 2 PhDs) spent 3 years conducting this review, building a model, refining and testing the model to build finally build and scientifically validate the MRI.
Our research was conducted from 2007-2010.
The original foundation study resulted in a database of organisations with low, medium and high levels of customer centric behaviour.
After we had a validated tool we deliberately targeted a range of organisations that we hypothesized would have different levels of customer centricity.
This included gaining samples from organisations such as Amazon, Starbucks, Salesforce.com and Apple.
While we have not conducted a census of these organisations we do have samples included in a our database that are statistically significant.
The database now includes more than 650 organisations and business units that have samples ranging from 15 people to more than 5,000.