September 6, 2011
I spoke recently, on separate occasions, to a couple of colleagues now at major research buyers. Interestingly, both commented on what they saw as a ‘decline in passion’ from all but their most specialised (i.e. smaller or niche) suppliers.
Both felt that, as well as the harder times in the market economies generally bringing everyone down, the organisational changes arising from consolidation in the industry may also be playing a part in this emotional change. In particular, the increased prevalence of personnel policies, necessitated by organisational complexity, was thought to be a key factor. The structures imposed by such were driving the ‘star players’ upwards (to staff roles) or outwards at many of the larger companies in favour of safe but not necessarily inspiring performers. Read the rest of this entry »
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:
November 8, 2009
If panels and data-bases are getting better at telling us the “whats” of the world, and improved qualitative and new nuero-science techniques are getting better at the “whys” (see my last post), then what’s left for the old-school ad hoc survey? Well obviously it can be argued that where representative samples are needed to establish incidence or opinion, well-designed surveys will always be pre-eminent. There is some truth in this, but perhaps not enough of such studies to maintain a global MR industry! The real future of the survey is in recognising and playing to three key strengths: Read On..>
August 10, 2009
For years it has seemed to me that market researchers (and our clients) have been a bit too obsessed with the “glamorous” kinds of research: TVC testing, ad campaign tracking, measuring the “emotive” and lifestyle aspects of marketing. All useful stuff of course, but it felt like MR and ad budgets were biased against researching more mundane aspects of how people routinely interact with products and services, or evaluating unexplored opportunities for different marketing approaches.
Read the rest of this entry »