Technology – an opportunity and a threat

UK-- Researchers would be wise to keep an eye on technology as they look to the future – in a discussion on the threats and opportunities facing the industry today, it was the one issue that cropped up under both headings.

Cello Research and Consulting's Richard Gilmore chaired the debate on the second day of Research 2009.

In his opening comments Gilmore said that in the current economic climate “there are lots of challenges, not least how we remain gainfully employed”.

On his panel were Research International's UK CEO Paul Edwards, Face founding partner Andrew Needham, Nokia insights manager Tom Crawford, Ipsos Mori's European CEO Brian Gosschalk, Coca-Cola Great Britain's senior insights planner Beth Corte-Real and John Griffiths of Planning Above and Beyond.

The speakers agreed that new technologies and methodologies were the industry's biggest opportunities.

Griffiths said “research is still like the old manual phone exchange and we need to become automated” in order to capture the increasing amounts of data generated by consumers.

Gosschalk agreed that technology would drive new techniques, but added: “I hope we don't lose sight of the scientific roots of our profession”.

The panel were all in agreement about the biggest threat to the industry – the ever increasing amount of ‘DIY research' available, made possible by new technologies.

Crawford said technological advances had allowed “everyone to be an expert in designing surveys” while Griffiths said the industry “needs to make a distinction between hunter gatherers [researchers] who get fresh game and scavengers [DIY researchers] who pick something up because it looks interesting”.

From the clientside, Corte-Real highlighted the recession as an “opportunity for clients to develop trust through key relationships with key agencies”.

Author: James Verrinder