Although much research is external, there is much to be gained from using research techniques to capture and understand information from within an organisation. In addition, it may be necessary to use internal resources to complement external research such as in branding studies or intelligence systems.

As an example, BUPA won the Work Foundation's Award for Organisational Change, the success of which was attributed their success at surveying staff and involving them in strategic projects and discussion about the changes - an initiative which led directly to their turnaround.

Now, with wide access to the internet/intranet, much of this can be completed on-line with significant savings in cost and time.

Because of the specific relationship that an organisation has with its employees, it is usually better that this work is undertaken by an independent research company to maintain confidentiality.

Types of internal studies include:

• Brand Studies: the brand image is largely generated by the people in an organisation, so it is important to understand their view of the brand and how they convey it to the outside world
• Internal communications: it is encumbent on an organisation to inform employees of a wide range of information. Does this fulfil their needs? Are they satisfied with the quantity and quality of communication?
• Feedback: to specific initiatives, or polling opinions or an up-to-date version of a suggestion scheme
• Collaboration: a co-operative approach to projects
• Sales effectiveness: sales force appraisal (product knowledge and skills)
• Intelligence systems: information gathering and input to planning systems
• Field reporting: developing profile information on customers, etc., intelligence gathering