Research . Opinionated . Insightful
Skin in the game – In praise of employee equity
Staff ownership of equity not only benefits the employees but leads to higher professional standards, a better service for end-users, and significant rewards for the original owners. Picking up on Nick Sparrow’s recent comments, we highlight some trends in UK agencies, current thinking, and past examples of the practice.
The myth of market research's failure
The increasing number of posts, books, YouTube videos and articles – often by market researchers themselves – that imply “conventional market research” is a failure is making me angry. Any systemic “failure” of market research is a failure to apply brainpower and thinking time – not primarily a failure of techniques.
‘Shopper insights’ and the value of holistic research
Shopper insights as a focus area is indicative of a pressing issue in research, where clients have become dissatisfied with “generalised” research reports and seek ever more specific and granular information. This makes research that promises to reveal a “moment of truth” or “nano-second of purchase” very attractive. But we should be aware that this involves an artificial deconstruction of a complex process.
The cost of overlooking the unknown
One of the main reasons people don’t use unqualified professionals is because of the potential damage you can incur. An uncertified accountant could cost you dollars in excess tax. The wrong architect could have you the proud owner of a condemned property. And the consequences of being seen by an untrained surgeon don’t bear thinking about. What about unqualified market researchers?
Butterflies don’t innovate: the real innovation challenge for market research
Far from being super conservative, most researchers are fascinated by “trends” and new ideas. But too often we mistake “trend-following” for “innovation”, flitting like butterflies from one new idea to another – never quite developing their potential or integrating the new techniques with old ones. It’s not “innovation” we lack, it’s “implementation”.
Master your Craft and Bullet-proof your Career
At a recent evening audience with Sir Roger Moore, the erstwhile Agent 007 gave some excellent advice to an aspiring 18 year old actor who asked what was needed to make it to the top of the profession. First off, Sir Roger cited luck to get your first chance. But, then he emphasised something that is true for all professions and trades, irrespective of time or place, and that was you must learn your craft. Taste and trends may change constantly but basic craft skills remain stable ...
Let's Not Get Irrational About Emotions
Loose definition and use of the concept of “emotion” in market research risks confusing marketers, and encouraging faddish and poorly thought out research practices. Emotional response is too often represented as somehow being necessarily “deeper”, “more important”, or “harder to uncover” than anything from the frontal cortex. This is simply untrue, and unfortunately leads to marketers often taking a simplistic approach to targeting consumers.
International Assignments "...Believe half of what you see, son, and none of what you hear..." - (N.Whitfield & B.Strong
Never underestimate the differences in cultural idiosyncrasies and norms when you take up an international position and find yourself in a foreign country. That means never take anything you’re told at face value without seeing it with your own eyes. And it’s not just about westerners having to become familiar with ‘exotic’ cultures. Proportionally more and more Asian and other new economy executives are becoming expats themselves and so will face the same personal challenges.
Who'll own MR in 2020?
In recent times it seemed that MR was certain to be dominated either by big media groups or private equity investors. While such trends may continue, we’re guessing that we’ll see some other interesting trends in the control of marketing research. One will probably involve the growth and expansion of Asian market research companies. But this post addresses a more dramatic scenario: the likelihood that those who currently serve and partner with research agencies may come to dominate, ...
Catching-Up With The Big Players: Start with A Long Lunch.
Some of the advantages ascribed to the major MR corporates are not as significant as might be thought, and a change of focus by mid/smaller companies could help them become more competitive. Without giving away too much, the guts of my advice to them boils down to: “lusting after your rich neighbour’s glitzy clients will only cause problems”, plus a suggestion to “have lunch with someone you have little in common with, and whose approach you may not particularly like”.
From Roots to Shoots - Asia's Talent Challenge Third & Final Part
The depth of research talent in Asia is not as deep as the magnitude and complexity of the market warrants. Given recent trends, if things continue as they are, the situation is unlikely to improve and could get worse. Measures are needed to both establish fundamental standards in the industry as well as to ensure ongoing career development is offered to those remaining in the industry. Otherwise, even if entry levels are raised we will still suffer from the problem of the ‘missing ...
The Talent Gap in Asia-Pac....The Noose Tightens.
Asia-Pacific’s rapid growth isn’t the only reason for demand outstriping the supply of trained researchers. Three other key elements interacted to keep downward pressure on the depth of expertise available.
Can Big Research Companies Really Compete in Qualitative?
Many larger Market Research companies struggle with their Qualitative offerings. Yes, they offer strategic entry points to key decision-making moments in the marketing process and are high margin (at least when working properly). Yet Qualitative in its traditional form is hard to scale up, very “ad hoc” in its approach, dependent on a few talented individuals and difficult to integrate into the overall mix of larger Quantitative based business.
Filling the Talent Gap – Breaking Asia’s Vicious Circle
While market research managers elsewhere are keeping a tight lid on hiring, in Asia-Pacific, Talent Management and Retention is still remains a headache. If research agencies do not tackle this issue head on, they are likely to miss out on the region’s huge potential.
