A Market Research Dream – Or is it a Nightmare?

April 14, 2011
Rhizome awardophilia . .

Tomorrows MR Gurus? All Question Answered, No Need For Survey or FGD! (Image by jef safi via Flickr)

Market Researchers are perpetually speculating on the future of MR; at times it is said, as a defence mechanism to save thinking about what needs doing today. In my view, this speculation falls between two extremes – expecting too much change (generally we under-rate institutional inertia in ourselves and our clients), or not anticipating enough (there will be some developments we cannot even begin to imagine).

Yet, there are stirrings in our profession of some genuinely revolutionary changes that will transform the lives of research’s next generation. These are not so much based in the oft heard predictions on new ways to access people’s thoughts (neuroscience, social media research etc.), but on the application of theory and modelling to understand and make sense of such thoughts. What then, might the future look like? Read the rest of this entry »


The Myth of Market Research’s Failure.

November 23, 2010
Head in Hands

Time To Get Over It - It's NOT that Bad! (Image by Alex E. Proimos via Flickr)

I am getting increasingly angry about the number of posts, books, You Tube Videos and articles – often by market researchers themselves – that imply “conventional Market Research” is a failure.

Here’s a good example, ‘futurist’ Patrick Dixon talking about why market research is “often wrong”: http://tinyurl.com/25kp34z .

These sorts of pronouncements tend to have several things in common:

  • Flashy style and grand pronouncements rather than reasoned argument,
  • Reliance on anecdote or case study (in Dixon’s case it’s his mother),
  • Lack of examples on the other side of the argument (when MR got it right),
  • A (false) assumption that the raison d’etre of MR is predicting “big” changes,
  • Failure to acknowledge that methods other than MR are not all that flash at predicting big changes or seismic shifts in behaviour either,
  • An assertion that “traditional MR” misses out on some extraordinarily key factor in understanding consumers, be it an inability to capture emotion, or failure to understand the role of Social Media or whatever uber-trend the author is fascinated by.

Let me counter this hyperbolic dismissal of the value of our traditional approaches with an equally strong counter claim. I strongly believe that good experienced, senior researchers can – in most markets – answer 70% of the key marketing questions of 70% of major research clients by means of a research programme consisting of not more than a few focus groups, a reasonable sized survey and access to some sales, retail or media trend data. There is an “if” of course – and this is sometimes a big if – they need to allocate enough time and thought to carefully design the study and analyse the results. This does not mean I am not a believer in many of the new MR methods, particularly some of the new neuroscience, customer panel and online qualitative approaches — let us ‘seniors’ incorporate some of those into the research programme and my success estimate goes up to 80 or 90%!   The core point I want to make though is that any systemic “failure” of market research is a failure to apply brainpower and thinking time – not primarily a failure of techniques. Read the rest of this entry »


Beyond The Sweet Talk: Time to Commit To Partnerships

February 24, 2010

Once market research agencies were simply “suppliers”: brought in when clients had a specific research need, often forgotten as soon as that need was fulfilled.

Yes, but will it last? (c) A.Gordon, 2008

But agencies (and even some clients) yearned for more than these fleeting and unsatisfying encounters. We wanted to encourage fidelity, and to demonstrate the virtues of long-term stable relationships. Nowadays we all talk “Partnerships”,  “Key Account” managers abound, and often elaborate client servicing structures have been developed. Yet, while we all understand the theoretical value of genuine partnerships, I’m not convinced that things have changed all that much or that many client-agency partnerships actually yield the value they should.

Here’s my take on three  big issues that  get often in the way:

Read On..>