FEATURE9 July 2024

Michael Mayers – Research Hero

Features Research Heroes 2024

Michael Mayers, director, M&E Research Limited

Michael’s career in market research began in 1959 when he completed his national service and got a job as a trainee with Social Surveys (Gallup Poll) Ltd. This was followed by market research positions with Mass Observation Ltd, Unilever’s research Bureau Ltd, Gillette Industries Ltd and finally as the market research manager of Ever Ready Ltd, which is a UK manufacturer of zinc carbon batteries, torches and lanterns.

Michael’s career at Ever Ready lasted for nearly 10 years, during which time he was responsible for market research projects not only in the UK but also in Scandinavia, France, Germany, Spain, Italy, the Republic of Ireland and Australia. Finally, Michael left Ever Ready to set up his own company called M&E Research Limited, which conducted all forms of market research projects but specialised in desk research.

Michael was nominated because "aside from his research contributions, it is a real achievement to stay on top of changes, especially new technology and ways of communicating. There can't be many active researchers who have seen so much change within the industry and are still ready to help out others with guidance and practical support. Michael is a valued member of the ICG community and has helped many other members. In short, he is a credit to the industry."

What is the biggest challenge you have faced during your career?

Without a doubt this was a project that I carried out for Cityscape Digital. The research objectives of this project were:

Identify all potential clients in the real estate market including all active major developers and land owners, focusing on London but not exclusively.
Identify all potential consultant referrers in the real estate market, from architects, planning consultants and other creative /marketing agencies, not just companies but also individuals.

To meet these objectives and produce a final report including recommendations and main findings meant finding a large number of a variety of relevant sources within the space of two weeks.

What will be the next big trend or development in the research industry, and why?

I believe that the following trends are currently having, and will continue to have, a growing impact on the market research industry:

Insights into artificial intelligence. AI will continue to revolutionise customer interactions and data analysis.
Advanced personalisation techniques. Learning strategies to tailor experiences uniquely to each customer, enhancing engagement and loyalty.
Impact of automation. Discovering how automation will standardise operations from content creation to customer communications.
Emerging technologies. Get ahead with actionable information on the newest technologies like augmented reality, virtual reality and advanced analysis.
Data-driven decision making. Using extensive data for more informed and effective market strategies.

Who inspires you as a researcher?

In recent years I have been most inspired as a researcher by the wonderful Business Information & IP Centre in the British Library based on the Euston Road in London. This is because I now specialise in desk research and the BIPC has 25 up-to-date world class online databases which provide the latest data on a wide range of markets and consumers within markets, worldwide.

For example, a client required detailed information on leading clothing manufacturers located in a number of eastern European countries. I went one morning to the British Library an asked a librarian to help me. When I arrived home at lunch time, waiting for me was full details of 500 top eastern European clothing manufacturers on a spreadsheet. This information cost me nothing.

View the full list of Research Heroes 2024

Features Research Heroes 2024

View Comments