The numerous issues and problems facing college and university decisionmakers and the ever increasing information needs of external agency representatives place conflicting pressures on institutional research personnel, forcing them to make difficult decisions regarding the allocation of their resources. Outlined are several such pressures. It is pointed out how each contributes to the diffusion of institutional research resources, diminished work quality, limited creativity, and isolation from institutional constituents. To minimize these conflicting pressures, institutional researchers are challenged to exercise leadership by grappling with such issues as their roles, organization, and location within the institution. To assist in meeting these challenges, several suggestions are presented as ways to reduce pressures and increase role effectiveness to facilitate policy analysis and rational decisionmaking. (Author)