Faster, cheaper and see into the future… – Tiina Raikko

Posted by Tiina Raikko, Director, Fuel, Australia. These are some of the opportunities. And in many ways have been what clients have wanted since way back when. The only difference is that technology and the digital age has made achieving this more real. It is fair to say that the research industry has been responding. Compared to 20 years ago we can get quality research faster and cheaper – the holy trinity which seemed so impossible back then. Simply moving many traditional tools and methodologies online has achieved this. The opportunity remains to look at our methodologies and approaches and ask “how do we do this even faster and more cost effectively?” Speaking from an FMCG perspective, the pressure on the research space is continuing to increase. There is less and less budget and less time to turn work around. We can’t create time so sometimes a quick and if not dirty but a little bit grubby method is better than nothing. Doing it right is best but if we don’t have the time then it’s academic. With less money to spend we need to pick the most important projects and we need to be clever about how we use […]

Opportunities and threats facing the market research industry – David Smith

Post by David Smith, director DVL Smith and member of the ESOMAR Council. Fiedler, in his seminal work on forecasting, said ‘He who lives by the crystal ball soon learns to eat ground glass’ so it is with some trepidation that I outline a point of view on first the threats, then the opportunities, facing the market research industry. Threats We could be hit by a tsunami of new data and an avalanche of expectations that overwhelm us as data scientists and other specialists step into the space we once dominated, resulting paradoxically in a dumbing down of our understanding of human behaviour. One future scenario is that the market research industry loses its way as new data owners take over our former territory. The emphasis switches towards setting up instant, large scale experiments to tell us whether we should do X or Y. In this scenario the importance of asking the ‘why’ question in order to provide a richer understanding of people’s behaviour becomes a lost art. We start living in a culture of experiment: just find the answer and then do it. It doesn’t matter about understanding what could be the subtle and complex reasons and rationale behind […]

MR Threats and Opportunities from a People Perspective – Liz Norman

Post by Liz Norman, owner of Elizabeth Norman International. Despite the huge growth in technology ultimately market research is only as good as the people managing the projects and interpreting the results. To grow and compete, the industry must attract and retain high calibre staff. It must also train and develop them, giving them the skills necessary to drive the industry forward and make the most of the opportunities technology and global growth offers. The industry is not always doing that now and if it doesn’t have the talent, it will be far harder to succeed in the future. Research as a career offers enormous variety, the opportunity to work with new thinking and technologies, and the chance to work on really key decisions for household names. Yet despite being an industry that is loved by many that know it, most graduates enter the industry after stumbling across it as a career option. As a result the industry is missing out on the skills of those who have a lot to offer but don’t know the industry exists. Research needs to take the opportunity to promote itself to undergraduates. In that way it will attract the best talent, but also […]

Opportunities and Threats for Market Research

To help celebrate the Festival of NewMR we are posting a series of blogs from market research thinkers and leaders from around the globe. These posts will be from some of the most senior figures in the industry to some of the newest entrants into the research world. A number of people have already agreed to post their thoughts, and the first will be posted later today. But, if you would like to share your thoughts, please feel free to submit a post. To submit a post, email a picture, bio, and 300 – 600 words on the theme of “Opportunities and Threats faced by Market Research” to admin@newmr.org. Posts in this series The following posts have been received and posted: MR – growing…growing…going…? – Nasir Khan MR Threats and Opportunities from a People Perspective – Liz Norman Opportunities and threats facing the market research industry – David Smith It’s the Behavior, Stupid: What is the single biggest threat to market research? – Neil Gains Opportunities and Threats in Market Research – Hannah Mumby Threats and opportunities for Market Research: Market research, communicated… – Lucy Davison Opportunities and Threats in a Brave New Market Research World – Edward Appleton Opportunities […]